Campaign For Real Beauty



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The Real Story Behind the Success of Dove's Campaign for Real Beauty

The Real Story Behind the Success of Dove's Campaign for Real Beauty


Marketing Strategy - Contrary to popular opinion, Boomer women aren't in denial about aging. Advertisers are. And the women they're supposed to be trying to connect with are getting annoyed.

3 Problems I Have With Dove’s “Campaign For Real Beauty”

3 Problems I Have With Dove’s “Campaign For Real Beauty”

by Claire Hannum @ The Frisky

Today, after 10+ years of relentless ads, Dove's "Campaign for Real Beauty" was named #1 in the Advertising Age list of top ad campaigns of the 21st century for its mission to, according to the magazine, "change societal notions about beauty." Sorry, but I find that totally lame. I'm also really sick of hearing about this campaign. Of…

Dove Campaign for Real Beauty - The Inspiration Room

Dove Campaign for Real Beauty - The Inspiration Room

The Inspiration Room

Unilever has launched the “Campaign for Real Beauty”, a global initiative featuring women whose appearances are outside the stereotypical norms of beauty. Out of home and print ads ask viewers to judge the women’s looks (oversized or outstanding? and wrinkled or wonderful?), and invite them to cast their votes at or Credits The …

Dove Takes Real Beauty Campaign in Search of Self-Esteem Australia

Dove Takes Real Beauty Campaign in Search of Self-Esteem Australia


Dove partners with Coles Australia to bring self-esteem workshops to girls, illustrating need with ad campaign showing girls' negative search queries

#KnowYourLemons 2017 Campaign

by amharper @ Content Designed

Know Your Lemons is a campaign about breast cancer, and it is not only geared towards women but also men!

Life’s too short to not change your job

by Gašper @ Marketing magazin

According to the agency, the main idea lies behind an insight that more than 80 percent of Serbians are frustrated with their current job. Job change presents the fourth biggest change in their life. How to encourage the individuals to get their life in order and change their job. The campaign features well known figures from […]

The post Life’s too short to not change your job appeared first on Marketing magazin.

Wednesday 5: Women in Media, the Good, the Bad, and the Ugly

by Women's Voices For Change @ Dove Campaign for Real Beauty criticism – Women's Voices For Change

This week we focus on the woman and the image. There's a growing movement among photographers to counter the culture of perfection in the portrayal of women's bodies; Getty Images has launched a new initiative devoted to the powerful depiction of women; the good, the bad, and the ugly in the Dove Campaign for Real Beauty; The Representation Project puts together a year in review of women in the media; and where are the women in late-night television?

Case in Point: Dove’s Campaign for Real Beauty

Case in Point: Dove’s Campaign for Real Beauty

Media Ethics in the Afternoon

Many women were inspired to see the Dove campaign for real beauty, however it was not as authentic as it appeared to be. The campaign included many videos, billboards, and various other forms of ad…

Eggo Waffles– No Artificial Flavors

by nicolebuno @ Content Designed

Eggo Social Media Campaign Eggo Waffles has been trying to change it’s image from an unhealthy breakfast to healthy breakfast treat. They have been posting a variety of humorous videos and ads, targeted at both parents and children, saying that the waffles no longer have artificial flavors. The Presentation Principle Eggo’s entire campaign is based […]

Dove's "Campaign for Real Beauty" Is the Campaign of 21st Century - Marketing magazin

Dove's "Campaign for Real Beauty" Is the Campaign of 21st Century - Marketing magazin

Marketing magazin

The iconic campaign was picked by every one of the Advertising Age judges as belonging on the list, and one that was described by the panel as “groundbreaking, brave, bold, insightful, transparent and authentic.” As Ad Age states, Dove began its campaign with a global survey in 2004 that found, among other things, that only 23 …

Announcing the Dove Real Beauty Pledge

Announcing the Dove Real Beauty Pledge

Unilever global company website

We mark the launch of the Dove Real Beauty Pledge with 30 portraits by Mario Testino

Dove Drives Its Successful 'Real Beauty' Campaign Into a Wall

Dove Drives Its Successful 'Real Beauty' Campaign Into a Wall

Acceptance is one thing. Asking women to visually categorize their bodies is quite another.

Creative inspiration: Dove ‘Real Beauty’

Creative inspiration: Dove ‘Real Beauty’


​Beauty is not what we’d traditionally categorise as a feel-good market. The industry typically relies on feelings of consumer...

#CrashTheSuperBowl Doritos Campaign

by souma @ Content Designed

Volkswagen Arteon as sensed by blind photographer Pete Eckert

by Duncan Macleod @ The Inspiration Room

Volkswagen is promoting the new Arteon 4-door fastback with an advertising campaign featuring blind photographer Pete Eckart. At the centre of the campaign is an inspiring mini documentary exploring Eckert’s unique creative vision. Pete Eckert trained in sculpture and industrial design before becoming blind through retinitis pigmentosa, an eye disease in which the back wall […]

Gillette and Nike in Islamic culture

by Lucy Nguyen @ Global Marketing Culture

As a part of Islamic religion, Iran men consider beard as a natural beauty that shows respect and power. Moreover, it is used to differentiate between men and women, “Indeed the benefits of the beard being specifically associated to the male and not the female points to the fact that, respect, male beauty and esteem … Continue reading "Gillette and Nike in Islamic culture"

Transformation Tuesday: Dove's Campaign for Real Beauty - Digital Natives

Transformation Tuesday: Dove's Campaign for Real Beauty - Digital Natives

Digital Natives

In the first of our Transformation Tuesday series, we’re showing a bit of love to those who’ve used digital content to innovate and improve the perception of their brand. First up: Dove. The ‘Campaign for Real Beauty’ has been recognised by Advertising Age as the best campaign of the 21st century. Although Dove used real …

10 Years After Dove's 'Real Beauty' Campaign, More Brands Fight for Real Women

10 Years After Dove's 'Real Beauty' Campaign, More Brands Fight for Real Women


It's been 10 years since Dove launched its “Campaign for Real Beauty”—a stark series of ads that were radical and simple in equal measure—featuring lovely, normal-sized women who didn’t need Photoshop to look radiant. The ads, which ran in 2004 and 2005, lacked any screed about the pressures that come with being a woman in a visual culture that’s awash in creatively lit, digitally manipulated images of dangerously thin models. The folks behind the campaign simply let us feel our own shock at seeing women with normal curves and natural faces being celebrated for their beauty in a national advertisement. Dove didn't stop there. The soap maker added rocket fuel to the conversation in 2006, when its time-lapse "Evolution" video went viral. The movement to expose marketers' use of trickery to convince us that we're failing if we don't have flawless skin and breathtaking bodies was here to stay. Significant progress has been made since Dove's campaign: The American public, the blogosphere, and the Twitterverse now routinely call out magazine publishers and marketers for digitally altering images of girls and women to shrink their bodies, smooth their faces, and otherwise morph them to fit an unrealistic, narrow ideal of beauty. The pace is quickening. In just the past few months, there's been even more progress and a few moments that drove the dialogue forward. 1. The more bare skin a campaign flaunts, the more Photoshop it typically gets. But American Eagle says its new campaign for the Aerie line of lingerie will not use any altered images of models. Instead, “real” girls and women can upload unretouched photos of themselves to a photo gallery. Sure, it’s pretty screwed up that selling underwear using real photos of gorgeous, skinny young girls (instead of digitally improved gorgeous, skinny young girls) is seen as groundbreaking. But moving away from the idealized versions of women who don't exist is a footstep Dove took, and the clothier is now following its lead. “It’s great that we’re beginning to break that down,” said Heather Arnet, executive director of the Women & Girls Foundation, of the fakeries that line the glossies. 2. Forever Yours Lingerie didn't stop working with model Elly Mayday when she was diagnosed with ovarian cancer last year. It featured beautiful shots of her with surgical scars unhidden and no wig or digital fakery to hide the baldness that resulted from her cancer treatment. Rather than looking like something’s missing, Mayday’s baldness comes across as strong and sexy. It’s empowering for the rest of us to see a woman outside the beauty mold we’ve been sold for so long—and to find ourselves aspiring to emulate her sexy confidence and appeal. (Forever Yours also gets points for raising money toward Mayday’s medical expenses.) 3. A new time-lapse video released by Hungarian pop star Boggie shows her singing a pop song called “Nouveau Parfum” while being Photoshopped, a fresh take on Dove's "Evolution" that's amplified by the resigned expression on her face. As the song unfolds, pieces of her disappear and are overwritten: Boggie’s eyes, like everyone else’s, aren’t exactly symmetrical. So one is deleted, then replaced by an exact copy of the other. Not a single square inch of her face or hair is left untouched. 4. Earlier last month during the Golden Globes, actor Diane Keaton took the stage to honor Woody Allen, her tousled hair and menswear-chic outfit reminding us of the trend she set when Annie Hall hit theaters in 1977. It was also clear on high-definition screens across America that at 68, she's got (oh, the horror!) lots of lines on her gorgeous face. When her speech ended, the network cut to a commercial break featuring Keaton selling L'Oréal cosmetics without a line on her digitally enhanced face, seemingly sporting the skin of a 25-year-old. Twitter, Instagram, and Facebook quickly lit up with scorn. That social media response is valuable, Arnet says, because younger women and girls are active on Instagram and Twitter and are participating in those conversations. 5. Former Cosmopolitan editor Leah Hardy drew attention for admitting that during her tenure the magazine routinely Photoshopped out the protruding bones of super skinny models to keep readers from seeing how emaciated the models really were. Since that admission surfaced, before-and-after comparisons of bone-thin models and their healthier-looking altered images have been popping up around the Web. Apparently the world’s top fashion magazines, despite the huge budgets at their disposal, cannot find a single woman on the planet who isn’t either too thin or too fat for their liking. It’s further reinforcement of the conclusion we’d love to share with every tween girl who’s just beginning to notice her appearance: The elusive “perfection” that every cosmetic company and clothing retailer is trying to sell you does not exist. 6. Mindy Kaling might not have minded, but many other people did: When Elle magazine published covers for its February 2014 issue featuring Kaling, readers and pundits immediately questioned why Kaling's cover was a black-and-white close-up rather than the full-color, full-body shots of the other (skinnier and more "conventionally" beautiful) actors. That's the key: We've begun to make a habit of questioning how women are depicted and what tools are being used to change or edit their appearance for public consumption. Yes, the visual landscape is still awash with altered images, surgically altered models, and the pressure to be thinner, younger, and closer to the narrow beauty ideal that so much marketing pushes on us. Marketers aren’t going to stop selling us

Dove's Real Beauty Isn't - Ms. Magazine Blog

Dove's Real Beauty Isn't - Ms. Magazine Blog

Ms. Magazine Blog

Dove released its latest video last Thursday in their now-decade-old Campaign for Real Beauty. But Dove’s ideas about Real Beauty are making me Real Tired and Real Crabby. Viewers are treated to yet another series of earnest, young-to-middle-aged, multicultural women confiding to the camera how they really need to work harder at feeling beautiful, for Dove …

A More Natural Beauty

by (Kayla D) @ An Analysis of Dove's "Campaign for Real Beauty"

Dove’s mission is to make morewomen feel beautiful every day by widening the stereotypical view of beauty andinspiring women to take great care of themselves. Dove’s lotion firming ad has six diverse women posing together in a very confident way. These women are posing in their undergarments making it seem like they have a high self-esteem about their natural womanly curves. All these women seem to have been selected from those in an everyday society instead of celebrities. Is the message these advertisers trying to send going to leave a positive influence on members of society or can they portray a more natural beauty?
            This ad by Dove strictly targets their viewers’ emotional appeals in several ways. First off there is no distracting background colors or objects in the ad so that the viewers’ focus is solely on the appearance of the women. The only thing that Dove has included in the ad is their logo, their slogan, “New DoveFirming. As tested on real curves” and a picture of the lotion line that they sell. The color white is used to symbolize that with Dove you can look forward to a brighter future. The image is also taken from a long distance in order to show the whole body image of the individuals and their natural curves. This leaves the audience to think that their curves could be just as beautiful if they were to try Dove’s lotion products. The orientation of the ad is also set up in a front view perspective to put an emphasis on the body image and facial expressions of each of the women. In order to draw focus to the women each of them are looking directly at the camera so they can imply a sense of power to their audience. The ad includes women who come from all different ethnicities in life so that the viewer can see that beauty is universal and comes in all different forms. Although the ad focuses on the element of universal beauty, they fail to put their focus on inner beauty and seem to focus just on the outer beauty. Finally, the use of little clothing implies sexiness and can leave the viewer wishing they could also feel that way in little clothing. Many of the elements in this ad will have a strong emotional appeal to their audience.  
            Since today’s media ads are heavily focused on supermodel like qualities it targets females and makes them feel as if that’s how they need to look. However, for this ad Dove used the average woman diminishing this feeling of their viewers. This demonstrates the use of pathos by Dove’s ad. With this ad, Dove tries to send the message that not all women have to have impeccable bodies and that the physical features they attain are beautiful. I think that Dove wants women to know that they make products for all types of women and it can help to restore and attain their beauty. The use of pathos is also seen in how the women are depicted in the image. Every one of them is shown with a bright and confident smile while comfortably posing in their own skin. With these women, showing self-confidence and joy it influences the viewers’ to want to feel this way to. The viewers’ want to feel as if they can be accepted into a group of such confident women. With these women, just wearing undergarments they remain satisfied with their body image and sexuality. This implies to the viewers’ that there are not afraid to show their real physical appearances’ and makes the viewer want to feel sexy in their own body as well. It is not surprising that women want to be slender and beautiful, because as a society “we know more aboutwomen who look good than we know about women who do good,” says former teen model Audrey Brashich. 
            While looking at this ad from Dove I think it is important for one to evaluate the way Dove has changed their ads to try to leave a more positive impact on society. One can see the use of ethos in this ad and how Dove is trying to heighten their reputation. I think that with this ad Dove is sending the message that one does not have to have supermodel qualities to feel beautiful in their own skin. They are trying to promote that women come in different shapes, sizes, and skin colors. Dove has begun to think outside of the box of average media by using more realistic and average women for their campaigns, since Dove has altered the use of their images they are building a better foundation for the reputation of their company. They know that the average women in today’s society will appreciate the fact that their ads are not based off what the media projects as beautiful.  Instead, they use an average woman with a curvy and thick figure. Kelly Cutrone owner of Peoples’ Revolution states, “models will become heavier if that’s whatconsumers demand and if people decide thin is out, the fashion industry won’thave thin models anymore.” Simply changing an element like this has an impact on women and leaves women to believe Dove is a honorable and ethical company that is truly concerned  about their viewers’ and not just making money off them as a consumer. This also leaves them to believe that Dove is trustworthy and that they will provide good effective products.  
            Ultimately, if Dove continues to change their focal points and continues to move away from the media perception of beauty they will be able to send a positive message and convey a more natural beauty. Although a lot of work needs to be done to achieve this goal, I believe that they have a good start on it through their use of ethos and pathos.

Evolution of the Dove “Real Beauty” Campaign

Evolution of the Dove “Real Beauty” Campaign

The Emily Program Foundation

By Awazi, a Foundation volunteer The Dove “Real Beauty” Campaign launched in 2004, and started as a “global conversation” to find the definition of beauty and what it means to people who identify a…

3 Problems I Have With Dove’s “Campaign For Real Beauty”

3 Problems I Have With Dove’s “Campaign For Real Beauty”

The Frisky

Today, after 10+ years of relentless ads, Dove's "Campaign for Real Beauty" was named #1 in the Advertising Age list of top ad campaigns of the 21st century for its mission to, according to the magazine, "change societal notions about beauty." Sorry, but I find that totally lame. I'm also really sick of hearing about this campaign. Of all the ad campaigns in the world, this one is the best? I think the campaign was thought up with positive intentions, and it definitely launched an important cultural conversation about societal norms – but changing norms? I'm not so sold on that one. Dove's campaign does nothing to challenge the popular notion that beauty should be the most important thing in a woman's life. It doesn't aim to stop us from obsessing over looks, it just reframes the conversation about image to a supposedly more positive one. I hesitate to cut down any campaign that gets people thinking about what a monster the media body image machine is, and Dove has surely done some

Coca-Cola Renew: “We Are Coca-Cola—And So Much More”

by Dale Buss @ brandchannel:

#CocaColaRenew US corporate branding campaign celebrates its brands and people

The post Coca-Cola Renew: “We Are Coca-Cola—And So Much More” appeared first on brandchannel:.

10 Years On: Learning From Dove’s Campaign for Real Beauty – JS Daw & Associates

10 Years On: Learning From Dove’s Campaign for Real Beauty – JS Daw & Associates

JS Daw & Associates

By Isobel Chiang They say necessity is the mother of invention (humans required a more efficient mode of locomotion, so... Read more »

Are You Taking a Casual Approach to Marketing?

by admin @ Elevate Promo

Are you taking a casual approach to your marketing? Maybe your brand has all the standard social media platforms, for example, but you aren’t using those platforms to their full potential in order to engage your followers. Or, maybe you have a customer service policy set in place, only to fall short in really taking […]

Neutrogena-Light Therapy Mask

by anaglazier @ Content Designed

This social media campaign is trying to get people to buy one of their products. Neutrogena has a light therapy mask that’s supposed to help with acne and reduce inflammation. This picture below is the ad that showed on my Facebook. The main purpose of this ad is to educate customers on the new product […]

Redefining beauty, reclaiming confidence: “The Dove Campaign for Real Beauty”

by okh5016 @ Happy to be in Happy Valley

I am very passionate about promoting the idea of “Real Beauty” and instilling confidence in women. My interest in The Dove Campaign for Real Beauty began a few years ago when I watched “Evolution of Beauty.” The piece highlights the distortion of natural beauty in the media by following the creation of a billboard ad. Models […]

Humans of Leamington Spa

Humans of Leamington Spa

by (Alexandra DB) @ Persuasion and Influence

The problem

Homelessness is on the rise in the UK and social stigma is not helping.

With 3,569 people sleeping rough each night in England (The Salvation Army, 2017) and twice the number of young people between 18-24 years old sleeping in the streets of London since 2009 (Comic Relief, 2017), we knew we wanted to change society’s attitude towards this issue.

Indeed, society currently has a tendency to alienate, stigmatise and blame homeless people for their situation instead of considering economic and social factors that can lead to a quick slip into homelessness (Belcher & DeForge, 2012).  Stigmatisation has two main damaging effects. Firstly, society treats itself as the in-group and those who are homeless as an outgroup (Becker, 1963). According to the Social Identity Theory (Tajfel, 1981) people prefer and help those who they feel are similar to them while maximising the difference with those considered outsiders. This tendency has alarming consequences, indeed Corrigan, & Wassel (2008) found that those who are stigmatised are aware of it and thus are likely to internalise it which contributes to drug and alcohol struggles (Room, 2005).

Belcher et al. (2012) proposed that the best way to break the cycle is by breaking the stigma. The good news is people want to help (Link et al., 1995).

Our solution

Through our behaviour change project, we focused on breaking these barriers: we hypothesised that making homeless people more relatable and introducing them as part of the in-group would encourage society to help them. Additionally, we ensured our video would give people the means to safely and frequently help those who are homeless, starting with a simple acknowledgement, “hello!”, to a donation towards the Salvation Army.

Steps 1, 2 and 3…

The first step our group took was contacting the Salvation Army in Leamington Spa to hear their ideas and thoughts on our project. Following the Yale Attitude Change Approach (Hovland, 1953), it was clear an authoritative and credible source was key to a persuasive message. After scheduling meetings with managers at the Salvation Army it was agreed that we would volunteer weekly at the drop in sessions and after gaining the trust of those using the Salvation Army’s services, we would conduct short informal interviews. The interviews with Shushi and Mel were purposely kept relaxed and informal in order to capture a real picture of the parts of their lives they were willing to share. Having real testimonies was another source of authority in our project. In fact, research showed that contact with homeless people increased people’s sympathy towards them (Farrell, & Link, 2004).

 In parallel, we had several filming days where we walked around Leamington Spa filming clips representing the wealthy consumer culture and contrasting them to the more isolated places in which homeless people seek refuge. We put together a powerful and informative video combining images, statistics, a voiceover and music.

Our clear message

The Yale Attitude Change Approach (Hovland, 1953) emphasises the importance of a strong message in order to increase persuasiveness. Therefore, our message was clear: “This could happen to You”. We emphasised this using repetition throughout the video. All elements in our video were directed towards one underlying message: homeless people are not so different from you. They do their laundry, have families, experience loneliness, live on the same street: they are “Humans of Leamington Spa”.

Our targeted audience

Lastly, as part of The Yale Attitude Change Approach (Hovland, 1953) we tailored our message to a specific audience in mind: students, in particular students living in Leamington Spa. Indeed, our title “Humans of Leamington Spa” would have more effect on them. Additionally, we hypothesised that those students would recognise the places shown in the video and thus feel more positively about the project. Our audience was easily reachable through the University’s numerous Facebook groups, we proceeded to share our video on the different pages dedicated to halls, degrees, Freshers, etc. The way we spread and shared our video was based on social loafing. Indeed, Weaver et al. (2007) found that a message heard several times was perceived as a more popular opinion, therefore we ensured that students would view the video message through multiple channels.

Our strategic format

We choose to create a video for our project such that we could share it on social media and our targeted audience could interact with it, leveraging two behaviour change techniques: consistency and foot-in-the-door technique. Indeed, once finalised, our video was shared over Facebook alongside the various captions “please watch, like and share”, “help us break stigmas by liking”, “want to help us break the stigma? Like this video!” etc. Firstly, according to the foot-in-the-door technique, people are more likely to accept a bigger request if they previously accepted to do a smaller one (Freedman & Fraser, 1966). In this context, first liking our video would be the smaller request and we hope that in the near future, people will start saying a quick “hello!” to the homeless they encounter and that this would quickly escalate to buying the big issue and donating to the Salvation Army. Indeed, according to Bem’s Self-perception Theory of Attitudes (1972) people seek to be consistent across their attitudes and behaviours, therefore having supported the homeless on Facebook, people would be more likely to commit to doing it on the streets.

Our measurable impact

Our video was shared more than 15 times on Facebook. It reached 200 views and accumulated over 40 likes. We are confident that our project will have an immediate impact on people’s behaviour, indeed while students are more reluctant to donate money, starting by acknowledging the presence of the homeless with a simple “hello!” could quickly escalate to sharing a coffee, buying the big issue and donating to the Salvation Army.

Alexandra de Buchet


Batson, C. D., Chang, J., Orr, R., & Rowland, J. (2002). Empathy, attitudes, and action: Can feeling for a member of a stigmatized group motivate one to help the group?. Personality and Social Psychology Bulletin28(12), 1656-1666.

Becker, H. S. 1963. Outsiders: Studies in the sociology of deviance London, , England: Free Press.

Belcher, J. R., & DeForge, B. R. (2012). Social stigma and homelessness: The limits of social change. Journal of Human Behavior in the Social Environment22(8), 929-946.

Bem, D. J. (1972). Self-perception theory. Advances in experimental social psychology6, 1-62.

Corrigan, P. W., & Wassel, A. (2008). Understanding and influencing the stigma of mental illness. Journal of psychosocial nursing and mental health services46(1), 42-48.

Freedman, J. L., & Fraser, S. C. (1966). Compliance without pressure: The foot-in-the door technique. Journal of Personality and Social Psychology , 4, 145-203.

Hovland, C. I., Janis, I. L., & Kelly, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. New Haven, CT: Yale University Press.

Lee, B. A., Farrell, C. R., & Link, B. G. (2004). Revisiting the contact hypothesis: The case of public exposure to homelessness. American Sociological Review69(1), 40-63.

Link, B. G., Schwartz, S., Moore, R., Phelan, J., Struening, E., Stueve, A., & Colten, M. E. (1995). Public knowledge, attitudes, and beliefs about homeless people: Evidence for compassion fatigue?. American Journal of Community Psychology23(4), 533-555.

Room, R. (2005). Stigma, social inequality and alcohol and drug use. Drug and alcohol review24(2), 143-155.

Sosin, M. R. (2003). Explaining adult homelessness in the US by stratification or situation. Journal of community & applied social psychology13(2), 91-104.

The Salvation Army. (2017). An appeal to those who visit, work, and live in Royal Leamington Spa.

Zajonc, R. B. (2001). Mere exposure: A gateway to the subliminal. Current Directions in Psychological Science, 10, 224-228.

Karen Allen Learns about Life, Love and Clamming in Year by the Sea

Karen Allen Learns about Life, Love and Clamming in Year by the Sea

by Alexandra MacAaron @ Women's Voices For Change

"Year by the Sea" is a fairly quiet movie, as it should be. Joan finds herself because she slows down and listens, really listens, to her own needs and wants, to nature and the day-to-day rhythms of the village she’s become a temporary part of.

Pepsi Light Iconic Moments

by Duncan Macleod @ The Inspiration Room

Pepsi’s “Pepsi Light Iconic Moments” advertising campaign has won Gold at the Clio Awards for print, print technique (art direction and photography) and out of home (billboard). The three advertisements in the Pepsi Light Iconic Moments campaign, targeting young urban people, feature a skateboarder, parkour runner and a breakdancer wearing red, white and blue. Their […]

SFU students shoot down Dove Campaign for Real Beauty with #BeautyBag parody

SFU students shoot down Dove Campaign for Real Beauty with #BeautyBag parody

Georgia Straight Vancouver's News & Entertainment Weekly

Dove's ads have been applauded for the diversity of their models, but some of its ads have been criticized as being "very patronizing" and "manipulative".

An Ode to Tsukiji

An Ode to Tsukiji

by Chris Stenberg @ Travel - Chris Stenberg Photography

My first visit to Tsukiji was ill advised. I was 19 years old and had been living in Tokyo for two months. They say to visit Tsukiji on your first day or two in Japan as the jet lag will help with the early start to catch the early morning action in the market. My girlfriend at the time had just arrived in Japan and had never left Canada before. First thing the next morning we made it through the maze of subways to Tsukiji.  The combined aroma of every kind of fish and diesel fumes plus the commotion proved to be too much — she became instantly nauseous. Unfortunately for us inexperienced tourists Tsukiji was and continues to be an actual working fish market with real working fisherman bathrooms. Kneeling on the dirty wet floor whatever contents of the meal from her United Airlines flight the day before were let loose into the filthy recessed bowl in the floor. 

How beauty giant Dove went from empowering to patronising

How beauty giant Dove went from empowering to patronising

the Guardian

The £3bn toiletries brand was one of the first brands to embrace ‘femvertising’, but its body-shaped bottles have been roundly ridiculed. Can it repair the damage?

It looks as though at least one of the 'real women' meant to be in Dove's latest 'Campaign for Real Beauty' ad was an actress

It looks as though at least one of the 'real women' meant to be in Dove's latest 'Campaign for Real Beauty' ad was an actress

Business Insider

The actress tweeted that she was "feeling blessed en route to 'Doors/Choose Beautiful' documentary set."

Squarespace Calling John Malkovich

by Duncan Macleod @ The Inspiration Room

Squarespace commercial “Calling John Malkovich” is one of the nominations for Most Outstanding Commercial at this year’s Emmy Awards. The Super Bowl commercial is a continuation of the Squarespace campaign in which John Malkovich sets out to establish an online fashion design business. Things get tricky when he discovers that a namesake has already got […]

Real Beauty? Measuring the Dove Marketing Program's Success

Real Beauty? Measuring the Dove Marketing Program's Success


More than 10 years after its debut, the Dove Real Beauty program remains a marketing icon and a source of controversy. What did it accomplish?

Dove Campaigns

Dove Campaigns

Dove US

Learn more about Dove campaigns here and watch your favorite videos from Real Beauty Sketches to Choose Beautiful.

Dove teams up with Shonda Rhimes on Real Beauty campaign

Dove teams up with Shonda Rhimes on Real Beauty campaign

Dove Real Beauty Productions will highlight how everyday women think Hollywood should portray real beauty.

Consumer behavior in the craft beer industry – a threat for Germany?

by Nicole Friedrich @ Global Marketing Culture

In the late 20th century, the beer industry in the US was consolidated with a few macro-breweries dominating the market. The majority of American consumers drank light lagers with little interest in imported beer from Europe due to effective marketing campaigns from large output breweries. However, during the early 21st century, the craft beer segment … Continue reading "Consumer behavior in the craft beer industry – a threat for Germany?"

Go Out Without

by (Liah El Fadel) @ Persuasion and Influence