“The Dove Campaign for Real Beauty is a marketing campaign created by Edelman Public Relations Worldwide. The principle behind the campaign is to celebrate the curves and imperfections of real women and inspire them to have the confidence to show them off with pride. The launch campaign featured normal women of different shapes and sizes recruited in a number of ways; one was approached in the street, another answered an ad which was placed in a local South London newspaper.
The campaign was shot by the British portrait/fashion photographer Rankin who has made a career out of subverting fashion photography and who has also produced several books of nudes featuring ordinary-looking people.
Daryl Fielding chose Rankin because he brings out the character and personality of his subjects and he likes working with non-professional models. Dove wanted to celebrate women by using a photographer who also shoots supermodels, giving them the same star treatment. Rankin shot the follow up campaign for Dove as well.As part of this campaign, in 2006, Dove started the Dove Self-Esteem Fund to change the West’s concept of beauty from ultra-thin models with perfect features to making every girl (and woman) feel positive about their looks, no matter what they are.While the campaign itself is admirable, it is paradoxical that Dove is a part of Unilever which owns other personal product brands (such as AXE, Ponds, Vaseline and Lux) who do not comply so perfectly with the Campaign’s goals. AXE advertisements, for example, have beautiful women flaunting over men because of the use of the AXE product.”
also, i kinda doubt the sincerity of this campaign in certain ways. definitely, this campaign came at a good time when there’s a huge debate about stick-thin models and the true perception of beauty. note my first sentence in this entry, this initiative is from Dove, not by Dove. if the company is truly sincere about helping women realize their own beauty, they should be the one who have came up with this idea, not by a PR agency who thought about this through ingenious planning.
but on the other hand, the campaign is a great one and i love the video. though the singapore version is slightly different, it still encapsulates the same idea and message.
also check out their great viral video as well:
quite clever eh?
the viral is done by Ogilvy Toronto.
for more information on this campaign, check out their official website.
some people think it’s a rather scary thought to have the geeky men operating your car like that, but i thought it was pretty funny that they did it in such a literal way.
just caught the new episode of prison break! totally worth the one month wait. i’ve posted about the show before, but here’re some more advertising efforts which i’ve just found.
“In order to launch the TV series Prison Break on the Portuguese FOX Channel, a multi-phased advertising campaign was performed in Lisbon. A book containing a hidden spoon and a prison blueprint was sent to the press relating to a prison escapade, the serie’s main theme. Inside the book a CD was included containing info abou the series.
A team of 7 people (5 prisoners and 2 policemen) walked throughout the city of Lisbon distributing flyers containing info about the series. Several stoppers were placed indoors, such as TV CABO shops and in urban furniture. Several posters were strategically in various city areas.“
Client: adidas Singapore
Creative Agency: TBWA\ Singapore
Media Agency: Carat Media Singapore
2) McDonald’s – ERP
i can’t find the ad on youtube. but you can view it on the official VC website. it’s 100% singaporean. (:
Client: McDonald’s Restaurants
Creative Agency: Leo Burnett
Media Agency: OMD Singapore
3) Motorola V3x – Striptease
i saw this ad for the first time in the cinema just before the show started. usually no one will actually pay attention to the ads and most of the folks will be busy munching on popcorn or settling down in their seats. but somehow, this ad captured everyone’s attention and it was a unanimous laughter at the end of the ad!
Client: Motorola Electronics
Creative Agency: Ogilvy Redcard Asia
Media Agency: Mindshare Singapore
here is the complete list of entries (in alphabetical order):
1. Adidas – Equipo
2. Anti-drug Abuse Campaign – Drug Dealer
3. CP Shrimp Wonton – Best Chef
4. Creative Zen Vision – M Panda
5. DHL – All the Way
6. Double A Paper – Robot Remake
7. Energizer – Tower Ad
8. FedEx – Stepping Stones
9. Halls – Polar Bear Clean
10. Heineken – Past Experience
11. Huggies Pull Up Pants – Ready
12. McDonald’s – ERP
13. Mentos Cool Chews – Date
14. M&M’s Chocolate – Kaleidoscope
15. Motorola V3x – Striptease
16. Nippon Paint Odourless Premium All-In-One – Sumo
17. Singapore Army – Breaking New Ground
18. Sony Bravia – True Colours
19. StarHub – I am a Hub
20. VISA – Birds
also, check out the official site to view the ads! if you haven’t cast your vote yet, do it soon before 28 Jan! not only can you win great prizes as well, it’s also a great support to the people who have worked hard to create these ads.
quote from Ng Tian It’s message in the CCA 2005 awards book, “Awards are to stimulate, not to congratulate”. i’m really glad that singapore has several awards like these to motivate people in the advertising industry!
if you haven’t seen this ad before, you gotta check it out! love the simple execution and it totally goes in line with mac’s sleek image. (: easy, cheap (to produce) and gets the message across. love it!
considering that the majority of the consumers who use Tide are most probably housewives, how effective do you think this ad is? it took me quite awhile to get the message (and i’m not quite sure whether i’m right)
there’s no tag for this ad, but there’s this site which mentioned “a clean shade of tide”. so i’m guessing coz the upper left hand part of the wall was washed using Tide, that’s why there’s no sunlight on it… what do you think?
Creative Agency: Leo Burnett, Dubai
Creative Directors: Malek.Ghorayeb, Yayati Godbole
Art Director/Illustrator: Mahesh S Salgaonkar
Photography: Gulf Images, Taxi
