Creativity

Like Mother, Like Daughter? Dove Goes Back to the Roots of Women's Body Worries

Follow-up to 'Real Beauty Sketches' Is Aimed at Boosting Young Girls' Self-Esteem

Published on Oct 01, 2014

Editor's Pick

Dove follows up its award-winning "Real Beauty Sketches" with another film about women's perceptions of their bodies, this time exploring how mothers' body worries affect their daughters.

The nearly three-minute film, through Ogilvy Paris, shows five women who are asked to list their own dislikes about their looks. Then their daughters are asked to do the same -- and some of the answers are startlingly similar. Directed by Venetia Dearden, the film is sensitively done and ends on a positive note as the girls discuss the things they do like about their bodies.

The campaign is aimed at highlighting how a positive role model can influence young girls' self-esteem. Dove launched it ahead of its fifth annual Self-Esteem Weekend, which is taking place at the United Nations from Oct. 9 to 12. The online film, titled "Legacy," will be accompanied by a social media campaign asking women who they "#FeelBeautifulFor," and Dove is also offering workshops designed to help women boost their self-esteem.

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Credits

Date
Oct 01, 2014
Agency:
Ogilvy Paris
Client:
Dove
Executive Creative Director:
Andre Laurentino
Executive Creative Director:
Maureen Shirreff
Executive Creative Director:
Chris Garbutt
Executive Creative Director:
Baptiste Clinet
Creative Director:
Ginevra Capece
Senior Copywriter:
Maureen McCabe
Senior Art Director:
Lisa McLeod
Copywriter:
Andrew Mellen
Art Director:
Bruna Gonzalez
Producer:
Coralie Cupillard
Producer:
Bonny Anoman
Production:
Webber Represents
Director:
Venetia Dearden
Music:
Apollo
Agency Supervisor:
Stephane Orhan
Agency Supervisor:
Maria Gloria Moya
Agency Supervisor:
Kate Waugh
Agency Supervisor:
Felicity Green
Agency Supervisor:
Sophie Gorman
Agency Supervisor:
Nadia Lasfar

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