Creativity

Dove Follows Up Real Beauty Sketches with 'The Beauty Patch'

Ogilvy Returns with Another Social Experiment

Published on Apr 09, 2014

Editor's Pick

Ogilvy & Mather is hoping that their latest campaign for Dove might garner them the viral play and accolades last year's "Real Beauty Sketches" did.

The new campaign, which takes the form of another social experiment guided by psychologist Dr. Ann Kearney-Cooke (who is known for treatment of eating disorders and unhealthy body image), invited women to wear a "beauty patch" for two weeks. They told the women that it would help them "feel more beautiful." Later, they were asked how they felt -- all of them said wearing the patch helped improve self-esteem. Of course, the patch contained nothing.

While the film is nicely shot, you do have to wonder at the veracity of the campaign -- after all, who would believe someone that told them that such a thing as a self-esteem patch even existed?

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Credits

Date
Apr 09, 2014
Agency:
Ogilvy & Mather Brazil
Chief Creative Officer:
Anselmo Ramos
Client:
Dove
Executive Creative Director:
Roberto Fernandez
Executive Creative Director:
Paco Conde
Art Director:
Renato Zandona
Copywriter:
Brux
Head of Global Production:
Veronica Beach
Senior Producer:
Mariane Goebel
Producer:
Renata Neumann
Business Manager:
Libby Fine
CEO:
Luiz Fernando Musa
Head of Client Services:
Daniela Glicenstajn
Planning Director:
Mollie Hill
Global Managing Director:
Erica Hoholick
Global Managing Partner:
Stephane Orhan
Production Company:
Caviar
L.A. Director:
Kristopher Belman
Executive Producer:
Jasper Thomlinson
Line Producer:
Luke Thomlinson Clark
Director of Photography:
Robert Chappel
Editorial Company:
Rock Paper Scissors
Executive Producer:
Carol Lynn Weaver
Producer:
Chrissy Hamilton
Producer:
Meagen Carroll
Editor:
Paul Kumpata
Assistant Editor:
Arielle Zakowski
Online:
A52
Flame Artist:
Dan Ellis
Executive Producer:
Megan Meloth
Executive Producer:
Jennifer Sofio Hall
Producer:
Heather Johann
Music:
Great Garbo
Composer:
Diego Baldenweg
Composer:
Nora Baldenweg
Composer:
Lionel Vincent Baldenweg
Music Producer:
Groove Guild
Sound Mix:
Lime Studios
Executive Producer:
Jessica Locke
Mixer:
Joel Waters
Color Grading:
A52
Colorist:
Paul Yacono

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