Unilever rolls out latest Dove body image campaign Choose Beautiful
Dove has launched the latest global ad push in its series of positive body image initiatives as it ramps up efforts to promote itself as a campaigner for 'real' beauty.
The Choose Beautiful campaign, which follows the crtically-lauded Real Beauty Sketches, Patches and Legacy, aims to make women reconsider the way they feel about themselves.
A film short shot in London, Delhi, San Francisco, Shanghai and Sao Paolo shows women as they make the choice to walk through one door entitled ‘Average’ or another entitled ‘Beautiful’.
The video is backed by a multi-media campaign, including PR, digital and print activation.
“While we were filming, it was so clear that the women who chose to feel beautiful shined with a positive, empowered outlook,” said Paul Dektor, film director of Dove Choose Beautiful. “We all have the personal and powerful ability to rise above others’ points of view, social media, and pop culture, and I hope the Dove Choose Beautiful film inspires women around the world to reconsider how they view their own beauty.”
Developed by Ogilvy & Mather Chicago, the campaign includes social media activity, which will direct women to tweet #ChooseBeautiful to the Dove Twitter handle and follow the brand on Tumblr.