NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Dove Real Beauty Productions

Dove Real Beauty Productions | Dove | Edelman
Download Download JPG | 2048x1452px
basics
Industry: House, Garden & Pets
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
Since 1957, Dove has been committed to redefining beauty, building confidence, and eliminating stereotypes. In 2004, we launched our brand mission to make beauty a source of confidence, not anxiety for all women, which has guided the strategy and execution our campaigns. Dove believes that women and girls should feel comfortable with their bodies and not feel pressured to conform to unrealistic beauty ideals. By showcasing women of a diverse size and shape, Dove strives to inspire women and girls to make the most of their own beauty. In 2017, Dove wanted to celebrate its 60 years of caring for real women by revitalizing its commitment to inclusive beauty with a campaign that ignited visible change from within the media and advertising industry, which has portrayed an unrealistic standard of beauty that women can’t relate to or hope to achieve. It was time to put real women in front of and behind the camera to expand the definition of beauty for women and girls everywhere by telling their own personal beauty stories with their own voices.
Strategy
Edelman was tasked with celebrating 60 years of Dove caring for real women by revitalizing its commitment to inclusive beauty with a campaign that ignited visible change from within the industry. The Dove Global Beauty and Confidence Report found 69% of women believe that media and advertising set an unrealistic standard of beauty that most women can’t ever achieve and 71% of women and 67% of girls wish the media did a better job of portraying women of diverse physical appearance - age, race, shape and size. These findings proved that women were craving change when it comes to the beauty narrative portrayed by the media – and from there the core of our activation strategy became clear: let real women define beauty for themselves by shifting the power of storytelling from Hollywood and directly into their hands.
Outcome
Dove has been set apart in a crowded empowerment space as a brand that takes action. We generated submissions from +4,000 real women. Subsequent films garnered +3.3 billion earned media impressions across national media. The collective film series has been viewed +36MM times. Additional: •Named Best in Class longform content by YouTube, with the announcement film outperforming ad recall and completion rates of past films •Film series featured women who don’t fit the mold of stereotypical beauty as usually seen in ads, which resonated with Millennial women and increased Brand Favorability lift. o Film #2 – +1.7% o Film #3 – +3.1% •99% positive conversation rate •98% of editorial coverage were feature stories •100% share of voice in coverage owned by Dove •First cover story for the brand in print in Fast Company •Earned national morning show coverage on TODAY – despite earned branded content being increasingly difficult to land
Execution
Between March 2017 – October 2017, Dove engaged Shonda Rhimes’ network of loyal fans, social influencers, and women in the entertainment industry to bring the conversation to the forefront, including: •Calling for submissions by Shonda Rhimes and Dove on social media; strategically timed to ABC’s #TGIT lineup, a prime time for engagement with Shonda’s fan base. •Previewed the first film to an audience of over 800 digital influencers at the Mom 2.0 Summit and leveraged a keynote address by Julianna Margulies to drive views of the film the following week. •Rooted work within the media industry by partnering with insiders, including the film’s director, Liz Garbus and 2017 Emmy nominees, Samira Wiley and Uzo Aduba, for a paid social play leveraging original quotes driving the conversation to inclusivity. •Aired a 60 second TV spot during the Emmys to celebrate female storytelling.
CampaignDescription
Dove has been committed to only feature real women, to never digitally alter their appearance, and to help the next generation develop a positive relationship with their appearance. This commitment to real beauty is the basis of each campaign we create – but as we entered our 60th year we wanted to instigate change in the industry by taking it a step further. Dove Real Beauty Productions employed an entirely 100% female crew to ensure a real women's perspective shapes each film from every angle - in front of and behind the camera.
BriefWithProjectedOutcomes
Laura Dern said it best (while accepting her 2017 Emmy Best Supporting Actress Award): ‘I’ve been acting since I was 11 years old and I think I’ve worked with maybe twelve women.’ The significance? A 2016 study revealed that 7% of major Hollywood movies were directed by women. The Geena Davis Institute found that when there are more women behind the camera, it directly correlates (as much as 10%) to more screen time and speaking time for females. Despite women vocalizing a desire for more inclusive representation, there lacks meaningful opportunities for female storytelling, which results in women and girls not relating to the content they see. Aiming to ignite change in the industry from the inside out, Dove put the power of storytelling into the hands of real women by employing an all-female crew to produce all Real Beauty Productions content (TVC’s, Digital ads, and social content).
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Glass: The Lion for Change
Latest Updated
Loading...
Sponsor