Campaign details
Brand: Dove (Chocolate)Brand owner: MarsEntrant company: BBDO ShanghaiMarket: ChinaSector: ConfectioneryMedia channels: Email marketing, Events & experiential, Public relations, Social media, TelevisionBudget: 5 - 10 million
Executive summary
Gender equality is making real progress in many fields in China, but the film industry still falls far behind. It is still largely dominated by men, only 16.7% of directors are female - it seems that women are excluded from the pleasure of pursuing their passion. As a brand that has always stood for pleasure, Dove saw an...