Dove: Dove

Credits & Description:

Brand UNILEVER - Baby Dove
Entrant OGILVY TORONTO
OGILVY TORONTO Toronto, Canada Entrant Company
OGILVY TORONTO Toronto, Canada Idea Creation
H&O Toronto, Canada Production
HARBINGER Toronto, Canada PR
MINDSHARE Toronto, Canada Media Placement
Tham Khai Meng Ogilvy Global Chief Creative Officer
Andre Laurentino Ogilvy Global ECD Unilever
Gerald Lewis Ogilvy Global ECD Dove
Brian Murray Ogilvy Chief Creative Officer
Chris Dacyshyn Ogilvy Group Creative Director
Chris Dacyshyn Ogilvy Copywriter
Julie Markle Ogilvy Group Creative Director
Julie Markle Ogilvy Art Director
Crystal Sales Ogilvy Strategist
Aviva Groll Ogilvy Account Team
Ashley Shaffer Ogilvy Account Team
Emily Woods Ogilvy Account Team
David Scanlon Ogilvy Agency Producer
Leslie Golts Unilever Marketing Manager
Carolyn Kim Unilever Associate Brand Manager
Daniel Alter Unilever Senior Marketing Director
Diane Laberge Unilever Marketing Director
Ami Vitale Ami Vitale Photographer
Ian MacKellar Ogilvy Chief Creative Officer
Danika Johansen Unilever Marketing Manager, Skin Cleansing & Dove Masterbrand
Entry Summary
Motherhood should be filled with joy. Yet, in North America, it is all too often filled with insecurity and an unhealthy obsession with portraying an image of the perfect mom. Maddeningly unattainable photos of picture-perfect moms and their picture-perfect babies are no longer reserved for Hollywood celebrities. They are everywhere: in ads, on TV, on Facebook and Instagram. These images are making new moms feel overwhelmed, insecure, and even incompetent.
Prior to launching Baby Dove, we commissioned a study to better understand millennial moms and the pressures of motherhood. We discovered that these pressures are very real in our market. And very alarming:
•99% of moms feel pressure to be perfect.
•81% question if what they’re doing is good enough.
•56% of moms felt a great deal of pressure to regain their looks after the birth of their baby.
•75% feel unable to cope at times