Dove: ‘Show Us’

Patricio Shilton, Lucia Yanes, Bianca Astuto

Skincare brand Dove implemented a comprehensive campaign in Argentina to fulfil its brand purpose and effect a real change in society.

Campaign details

Brand: DoveBrand owner: UnileverLead agency: InitiativeContributing agencies: Reprise Digital, Cadreon, WundermanCountry: ArgentinaIndustries: Toiletries & cosmetics, generalMedia channels: Events & experiential, Magazine - consumer, Online video, Point-of-purchase, in-store, Programmatic display, Radio & audio, Social media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

It is time for a brand to take responsibility for the images of women used in the media, so skincare brand Dove created a comprehensive campaign to highlight the instances where women are not represented in a real...

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