Share the Dove
PROJECT TYPE: AD CAMPAIGN
THE TASK: Dove’s iconic real beauty campaign helped the brand push boundaries for over 20 years. To continue the important conversations the brand has facilitated for another 20 years, develop a campaign that will further push the boundaries of the beauty industry.
THE APPROACH: In collaboration with copywriter Marcien Doralie, our campaign focuses on positioning the future of real beauty as self love or Self Dove. Share the Dove aims to remind viewers that each individual can determine what beauty is for themselves. Shifting the conversation from a need for external validation to encouraging kindness towards oneself.
Have you ever placed a note on your bathroom mirror as a reminder at the start of your day? Through experiential advertising tactics, Share the Dove aims at recreating this concept by taking over public bathrooms with sticky notes containing self-affirming words and phrases. Each bathroom takeover encouraged social media engagement to spread the word and encourage an internal dialogue amongst viewers around what they find beautiful about themselves. And with an interactive touchscreen passersby can write their very own words of affirmation and Share the Dove!
SKILLS USED:
Experiential Advertising Tactics
Interactive Advertising Tactics
Guerilla Advertising Tactics
Photoshop
