For the launch of Dove ProAge, we annonymously crowd-sourced opinions about photos of bare older women, asking questions like "is this woman reavealing too much skin for her age?" Then we ran advertorials including those opinions, pro and con, to launch a conversation about perceptions around beauty and aging. Each piece ended with Dove's point of view – it's time we all saw the beauty in aging, because beauty has no age limit.
When Dove launched Visible Care body wash, they asked women to post to us on Facebook, telling Dove about their most beautiful body part. The best stories allowed the women who told them to participate in a once-in-a-lifetime fashion spread in Elle magazine, each wearing a custom-made dress to show off their more beautiful skin. More than
2,000,000 women followed this activation that saw participation rates exceed benchmarks by over 50%.
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