Creativity

Dove's Take on the 'Mannequin Challenge' Promotes Its 'Real Beauty' Message

Latest 'Real Beauty' Video Asks Why They Don't Represent Real Women

By Alexandra Jardine. Published on Dec 15, 2016

Editor's Pick

Dove's latest campaign is inspired by the "Mannequin Challenge," the popular meme in which people in offices and workplaces stand statue still as a camera moves around them.

In a twist that fits with its "Real Beauty" strategy, Dove's version turns the concept on its head so that the women question whether the mannequins should look more like them. The "real" women featured, of all shapes, colors sizes, and including one mom-to-be, are frozen in somewhat disapproving poses looking at the stick-thin mannequins, and half way through, a woman holds a sign asking "Let's challenge mannequins to look more like us."

The video is running online this week in countries including the U.S., U.K., Canada, Brazil, Australia and New Zealand. It was created by Ogilvy London and produced by The Smalls.

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Credits

Date
Dec 15, 2016
Agency:
Ogilvy London
Client:
Dove
Global Executive Creative Director:
Andre Laurentino
Dove Global Creative Director:
Gerald Lewis
Creative Team:
Rachel Miles
Producer:
Jo Charlesworth
Global Business Partner:
Sam Pierce
Account Manager:
Carmen Vicente Soto
Production Company:
The Smalls
Director:
Tom Grost
Producer:
Angelica Riccardi
Producer:
Fred Bonham Carter
Director of Photography:
Simon Plunket
Global Vice President:
Sophie Galvani

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