The Content Strategist
The heart string-tugging video, created by Ogilvy & Mathers Brazil, has social and mainstream media buzzing. Here's why.
Women in the World in Association with The New York Times - WITW
Choose Beautiful celebrates beauty as a personal, universal choice
The Inspiration Room
Dove’s Campaign for Real Beauty has gone viral this month with the launch of “Evolution”, a 60 second journey from real beauty to retouched glamour. The Evolution TV ad is appearing on YouTube, MySpace and Google Video, topping viral popularity on lists such as The Viral Chart. The Dove Evolution spot opens with a woman …
A Dove ad won the top award in the film category at the Cannes Lions International Advertising Festival. By Mark Sweney.
by Rohit @ Influential Marketing Blog
Thu Aug 10 03:25:54 PDT 2006
This is the original post that started the Social Media Optimization revolution and has been cited by thousands of blogs and media sources around the world. For a more updated view, read the 5 New Rules Of Social Media Optimization published by Rohit exactly 4 years after this post on 08/10/10. First Time Here? Read
by Rohit @ Influential Marketing Blog
Fri Oct 20 05:43:00 PDT 2006
Dove’s Campaign for Real Beauty has been one of the most talked about campaigns of the year, earning praise from people in the advertising world, as well as from real consumers for representing something different to the typical fashion advertising. By focusing on the distorted perception of beauty that much of the fashion industry is
Box of Crayons
Listen to Michael's interview with Tim Piper, talking about the Dove Real Beauty campaign
When Evolution launched in October 2006 it became an internet phenomenon. It has been viewed over 15 million times on YouTube and when it was released it was the second most watched spot on the internet. Here are links to some of the PR Glossy facilitated.Creativity, Shots, Top Spot on Boards Magazine, Top Spot of the Week in Shoot, AdRants, AdHunt, The Inspiration Room.
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…
Deep Roots at Home
Is it possible that marketing and media purposefully deceive us? The apparent fit we see on the mannequins isn’t really how the clothing is made at all.
As Dove celebrates its 50th anniversary, strategy examines how the brand has evolved from a bar of soap to a global master brand. Along the way, we look at how messaging to women has also evolved over this pivotal period in women's history
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
Scientific American Blog Network
The story behind one of Europe's most familiar columbiforms...
by acr @ Box of Crayons
Tue Jan 24 05:00:47 PST 2017
The way in which our leaders and managers conduct themselves has a lot of impact on our potential to grow and evolve. Yet there’s a limit to how much their behaviour can define our overall workplace enjoyment. The first of
by aufeminin @ Womenology
Tue Mar 18 07:10:13 PDT 2014
In 2004 Dove launched a ground breaking worldwide advertising campaign in the beauty industry. The brand created a new way to address their public which aimed to be “real” by getting rid of the complexes that beauty product consumers suffer from. …
Continuer la lecture
by TSG @ Dove Evolution – The Schaefer Group
Sun Jun 27 13:03:01 PDT 2010
On June 27 the Minister for Youth, Kate Ellis, released the Body Image Friendly Scheme. This voluntary scheme is set to encourage retailers and media outlets to engage using ‘healthier’, if not more natural, images of models for campaigns. You’d be living in a cupboard if you haven’t seen the slightly disturbing Dove “Evolution” video: Plus, we have seen the
The post The Body Friendly Scheme – Will it change marketing as we know it? appeared first on The Schaefer Group.
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 …
Tags: gender , bodies , media , ideal beauty, image, representation, sexism, self esteem, 0 0 to 05 mins Year: 2006 Length: 1:15 Access: YouTube Summary: The caption under this clip reads,...
Business Government & Society III
Unlike other companies that are concerned with being environmentally conscious and morally sound, Dove has been paving their social responsibility path with their campaign for real beauty. Launched…
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?