Dove: These girls did, so others could

Marie Maurer

Dove, the personal hygiene brand, successfully developed a campaign that challenged women's perception of beauty throughout the UK.

Campaign details

Brand: DoveClient: UnileverAgency: O&M London

Summary

While most brands aim to reflect culture, Dove's job is to change culture.

While most brands search for a human truth, Dove's job is to alter that truth.

And while some brands might try and break the rules, Dove changes the rules of the game.

So planning on Dove is a little different.

The elusive 'insight' becomes 'What do we want the truth to be?' rather than simply 'What is currently true?'

The result? Sequential paradigm shifts that challenge and ultimately...

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