DOVE

DOVE INTENSE REPAIR

“Real Beauty”, Dove’s global positioning was a big problem in Asia. A global campaign had just bombed as Asian women don’t find freckles, fat rolls, older ladies and gaps in teeth to be very persuasive. To launch a regional hair care campaign across SEA we had to look at real beauty another way. In the ladies personalities. We still cast real woman (which means no models) but ensured we focused on their engaging personalities.

Meet “Angel”. A Filipino woman with a sassy attitude, and short hair!

AND THEN CAME “CARROTS”.

In the follow up campaign we pushed the “Real Beauty” aspect even more, casting a young lady with Orange hair. Her personality matched her hair colour, giving Dove a breakthrough attitude and tone of voice.

WE TOOK SASSY TO PRINT

We brought the “Real Beauty” aspect to life in print, allowing the women to demonstrate a little bit of their own personality and flare, while still showing beautiful silky hair.

AND ONTO SOCIAL MEDIA…

The World’s Smoothest Flick. An activation led initiative that delivered on social media. Consumers were invited to upload a video of them flicking their gorgeous hair. We took all those clips and spliced them together to create a seamless flick of beautiful hair. Each individual flick was posted on the consumers FaceBook page with a link to the “longest flick” film.