Dove: Campaign for Real Beauty

Dove is nourishing the firming products in its new Body Nourishers line with a clutter-busting cavalcade of real-people cheesecake. The campaign is based on a study Dove commissioned called "Real Truth About Beauty: A Global Report," which,

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Dove is nourishing the firming products in its new Body Nourishers line with a clutter-busting cavalcade of real-people cheesecake. The campaign is based on a study Dove commissioned called "Real Truth About Beauty: A Global Report," which, quite unsurprisingly, came to the conclusion that "women believe society has a limiting and unattainable view of beauty, and they are discouraged by the emphasis on a one-dimensional physical ideal." In a somewhat offbeat choice of photog, O&M/Chicago hired noted Brit fashion/celeb shooter Rankin (www.rankin.co.uk) to work in a manner that's almost diametrically opposed to conventional fashion/beauty portraiture. "The challenge for him was how to work with 'real' women, not the models and actresses he may be used to," explains GCD Maureen Shirreff. Additionally, there was the question of "how his photography would look if we didn't retouch the images the way most beauty images are manipulated." Rankin apparently rose to the unusual challenge despite the fact that this was clearly not a Victoria's Secret lingerie party. As far as wardrobe goes, "We selected a variety of underwear for each woman," says Shirreff, and there was a try-on session in which each set of undies was put to a vote. "These women have never modeled before, and they have to feel absolutely comfortable or they might be inhibited in front of the camera
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About

Credits
Date
Jul 15, 2005
Client:
Dove
Executive Creative Director:
Joe Sciarrotta
Group Creative Director:
Maureen Shirreff
Creative Director:
Purvin Darbary
CD/Copywriter:
Christine Montaquilla
CD/Copywriter:
Rebecca Rush
Art Director:
Gabe Usadel
Art Buyer:
Meghan DeBruler
Print Producer:
Joan Danaher
Print Producer:
Lisa Brown
Agency:
Ogilvy & Mather Chicago
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