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  • Dove

Choose Beautiful

Client: Dove

Beauty is more than skin deep

The brief we were given was based on recent research which revealed that only 4% of women would choose the word beautiful to describe themselves.

We were asked to create a global campaign designed to spark change and convey a simple yet powerful message: feeling beautiful is a personal choice that women should feel empowered to make for themselves everyday.

Beauty is more than skin deep. And each woman has their own perception of beauty. Which we wanted to challenge . We wanted to make them question what “average” was ( a term they often used to describe themselves ) And turn our narrative into their narrative,

We wanted to drive out stories based on individual women’s own perceptions across the globe and use language, emotion and empathy to better deliver more compelling brand communications in over 80 markets.

At the core of our approach, was the need to evolve a powerful narrative that was started by Dove, but would gain momentum when real women were involved. Our strategic solution was to bring women on a journey to initially recognise that in many cases their perception of themselves was as ‘average’; but that through the lens of how other women saw ‘beauty’ – would recognise that these perceptions were diverse, eclectic and powerful.

A carefully crafted campaign started with bringing this to women’s awareness through a short film, involving real women from 5 different markets. This film was the beginning of a narrative journey that would include hearing from other women around the world, compelling stories from experts in psychology, and individual expressions of beauty.

A range of content formats were created for each channel. The campaign was activated across YouTube, Tumblr, Facebook, Twitter, and Instagram. 


The results speak for themselves; in the first two weeks the short film was viewed more than 100 million times across 70 countries. It reached over 5.5 billion impressions, 600,000 shares and more than 150,000 social mentions.

Celebrities Tina Brown, Ashton Kutcher, Felicity Huffman and international organizations like UN Women praised and shared the film.

It achieved worldwide top-tier media coverage featured in Time, The New York Times, El Pais, Huffington Post, Cosmopolitan, The Telgraph, etc. The Tumblr page was visited more than 4 million times with an average time on site of three minutes.

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