Campaign details

Brand: Dove
Lead Agency: Mindshare
Region: Vietnam

Strategy

Objective

In Vietnam, hairstyle is the ultimate form of self-expression. Due to the fear of being judged by the society, most of women restrict themselves from trying out any different hairstyle.

Target Audience

Dove believes in breaking the stereotypical standards of beauty and celebrates the uniqueness in each woman. The brand believes that “Your hair and... what you choose to do with it, is an expression of who you are...”

Creative Strategy

The brand wanted to stop the society from putting labels on women based on their hairstyle... by encouraging Vietnamese girls to share their own hair stories. The brand wanted them to believe that "What you choose to do with your hair... expresses who you are..."

Context

To inspire them with authenticity, we chose to tell real stories.

Execution

Overall Campaign Execution