Dove: Real Beauty Sketches, 1

Credits & Description:

Award:Yellow Pencil
Yellow Pencil / Integrated & Earned Media / Integrated / 2014
Agency Ogilvy & Mather Brazil
Client Unilever
To move 96% of women to believe they are more beautiful than they think, the Real Beauty sketches campaign had to provoke women emotionally. With a limited media budget, the campaign depended on a powerful direct response; a response so strong it would make women feel different about themselves and thereby inspire them to share with others around the world. Like a spark that would light a thousand fires, our social experiment ignited the integrated campaign by touching a nerve amongst women and starting a global conversation about real beauty.
Art Director Diego Machado
Copywriter Hugo Veiga
User Experience Designer Pablo Moura
Creative Director Paco Conde Roberto Fernandez
Chief Creative Officer Anselmo Ramos
Director John X Carey
Producer Veronica Beach
Renata Neumann
Illustrator Gil Zamora
Advertising Agency Ogilvy & Mather Brazil
Production Company Paranoid
Media Agency PHD
Public Relations Edelman
Digital Strategist Tiago Lima
Planner Mollie Hill
Account Director Ricardo Honegger
Valeria Barone
Erica Hoholick
Brand Manager Steve Miles
Fernando Machado
Kathleen Ryan
Stacie Bright
Debbie Weinstein
Business Director Libby Fine
Brand Dove
Client Unilever