truth in advertising
Posted by Sheila Shayon on April 17, 2013 04:53 PM
Only four percent of women worldwide consider themselves beautiful according to Dove, whose latest installment of its famed Real Beauty campaign presents a social experiment to dispell negative personal perceptions.
The tagline of the campaign, "You are more beautiful than you think," demonstrates the disparity between a woman’s self-image and a stranger’s perception, playing on the common saying , "You are your own worst critic."
Created by Ogilvy Brazil, FBI-trained artist Gil Zamora, an forensic expert who has sketched more than 3,000 eye witness reports, first drew portraits of seven women of different ages and backgrounds according to their own description, followed by sketches of those same women according to strangers who had just met them on the same day.
In the "Dove Real Beauty Sketches" video (watch below) produced for the campaign, the participants say things like, "My mom told me I had a big jaw," "I kind of have a fat, rounder face," and "I'd say I have a pretty big forehead."Continue reading...
Posted by Shirley Brady on April 23, 2012 12:17 PM
Dove is continuing on its award-winning "campaign for real beauty" with a social twist in Australia, where women are invited via a Facebook app to replace ads that prey on women's insecurities with feel-good messages. Dubbed "The Ad Makeover by Dove," the Unilever-owned brand aims to make women feel good about themselves."Continue reading...
brands with balls
Posted by Barry Silverstein on January 6, 2010 12:49 PM
Men in America do not buy beauty products affiliated with women. They just don't. It's an unwritten and widely accepted truth in the branding industry.
But Dove plans on changing that. And what better place to start than the Super Bowl.
Dove has actually advertised during the Super Bowl before, in 2006, but with a very different goal in mind: reaching women. The brand launched "Campaign for Real Beauty," which created enormous buzz and won acclaim because it broke with conventional wisdom and celebrated ordinary women's bodies. The campaign also helped reinvigorate a soap brand that has been around since 1957. As part of the campaign, Dove launched the "Self-Esteem Fund" and later provided free materials so women could organize "Dove Self-Esteem Workshops."Continue reading...