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REAL BEAUTY SKETCHES

basics
Industry: Beauty & Health
Media:Promotion & Event
Market:Brazil
Language:English
Style: Minimalism
descriptioncnen
Only 4% of women believe they're beautiful. How could we prove to the other 96% that they are more beautiful than they think?
Our idea was to conduct a social experiment: We invited an FBI-trained sketch artist to draw a woman's portrait first according to her own self-description, then according to a strangers' description of her. Throughout, the artist never laid eyes on the women themselves. To close, we held an exhibition comparing the sketches. Women admitted that portraits based on the strangers' description were more beautiful, happier and even more accurate than the portraits based on their own description.
. The film provided striking proof that women are more beautiful than they think.
CAMPAIGN SUCCESS
Ten days in, the conversation exploded in mainstream media:
- 3 billion media impressions (all original stories)
- Segments on The Today show, Good Morning America, NBC news
- Articles in the New York Times,The Guardian, Forbes.com, The Telegraph, Huffington Post
- 118.409 mentions across 6519 sites with a combined readership of 1.6 billion
• 46.4 million youtube views
• The most shared article in the history of mashable.com
• 1.9 million aggregate shares on Facebook
• 208 million Twitter impressions
• 19,153 uses of the hashtag #wearebeautiful
All of which is taking the brand's relationship with people to new heights:
- 14,368% increase in daily rate of tweets about the brand
- 337,000 new fans recruited on Facebook, taking the total to 14 million
- 4.3 million clicks through to the Dove site
- Brand search volumes online increased up to 5 times across markets.
LAUNCHED & EXECUTION
With minimal paid media support, we positioned the film as a social experiment and igniteed a conversation around women's self-perception.
To spread the campaign we used the most talkative, contagious, sharable, viral medium out there: women themselves. Combined with viral videos, a mass PR campaign and the wildfire of social media.
The campaign was launched for Dove's 14 million Facebook fans. Then, we launched a mass PR campaign, with our FBI-trained sketch artist and the women in the experiment appearing on major U.S. and Australia TV programmes.
For reach, a global partnership with YouTube's TrueView platform was optimized across 20 key regions, ensuring views across countries, maximized on efficiency and consumer engagement.
To ignite conversation, we shared it with Dove's 14 million Facebook fans. Promoted tweets and trends on Twitter and paid and owns posts on Facebook, reinforced with highly targeted search.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Copywriter:
Art Director:
Illustrator:
Account Supervisor:
Advertiser's Supervisor:
Planner:
Production Company:
Producer:
Director:
Other credit:Account Director: Ricardo Honegger/Thiago Lima
Head Of Client Service: Valeria Barone
Head Of Digital: Daniel Tartaro
Project Manager: Wagner Gomes
UXD: Pablo Moura/Fred Celestino
Sound Mix: Sam Casas/Lime Studio
Color Grading: Sean Coleman/Company 3
Editorial Grading: Paul Kumpata/Rock Paper Scissor
Online: A52 Staff/A52
awards
Cannes Lions International Festival of Creativity 2014
Lion Creative Effectiveness
D&AD 2014
Yellow Pencil Integrated & Earned Media
Integrated
D&AD 2014
Nomination White Pencil
Advertising & Marketing Communications
D&AD 2014
In-Book Branding
Brand Experience & Environments
The One Show 2014
Gold Pencil Integrated Branding
Consumer Campaign
The One Show 2014
Merit Brand Transformation
Single
Cannes Lions International Festival of Creativity 2013
Grand Prix Titanium & Integrated
Cannes Lions International Festival of Creativity 2013
Gold Branded Content & Entertainment
Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s)
Cannes Lions International Festival of Creativity 2013
Gold Media
Best Use of Social Media
Cannes Lions International Festival of Creativity 2013
Gold PR
Best Use of Social Media
Cannes Lions International Festival of Creativity 2013
Gold PR
Best Integrated Campaign Led by PR
Cannes Lions International Festival of Creativity 2013
Gold Promo
Best use of Social Media Marketing in a Promotional Campaign
Cannes Lions International Festival of Creativity 2013
Gold Promo
Corporate Image & Information
Cannes Lions International Festival of Creativity 2013
Silver Direct
Social Media & Viral Marketing
Cannes Lions International Festival of Creativity 2013
Silver Direct
Corporate Image & Information
Cannes Lions International Festival of Creativity 2013
Bronze Direct
Best Integrated Campaign Led by Direct Marketing
Cannes Lions International Festival of Creativity 2013
Bronze Media
Cannes Lions International Festival of Creativity 2013
Bronze Media
Corporate Image & Information
London International Advertising Awards 2013
Gold Integration
Integration
London International Advertising Awards 2013
Gold Non-traditional
Corporate Image
London International Advertising Awards 2013
Gold Non-traditional
Branded Content
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