Client: Dove
Agency: J. Walter Thompson Sydney
Executive Creative Director: Simon Langley
Youtube Title: What is your daughter searching for?
J. Walter Thompson Sydney has launched ‘Searching,’ a new campaign for Dove that highlights self-esteem among adolescent girls. The campaign exposes questions that girls frequently seek answers for online — Am I fat? Am I ugly? Can teens get cosmetic surgery?
‘Searching’ includes an online film, two 30-second TV commercials and 15-seconds pre rolls. The content is driven by Dove’s insight about the computer search history of Australian girls. According to the company’s research, 44 percent of girls wish they had more respect for themselves, a staggering statistic that points to the insecurity that many girls harbor.