"Young Ones One Show tasks students with creating work for real world clients for the chance to earn a One Show Pencil."
For this assignment, we collaborated with classmates. Ella Cashman-Dibiase, Andrew Jaramillo, and I's one-week journey began with brainstorming sessions to generate various concepts for the campaign. The most challenging part probably being the narrowing down of these ideas to find the one that best aligned with Dove's brand identity. With each of us taking charge of different elements - Ella focusing on creating the TikTok ad, Andrew on creating the print ad, and myself creating the Instagram ads - we worked cohesively to develop a compelling set of visuals for the campaign. Despite the time constrains I think we managed to create impactful materials. I am confident that with more time, we could refine and enhance our campaign even further!
Dove Brief
Backstory
- The campaign for Real Beauty was so successful that it’s often credited with shifting the entire paradigm of marketing to women
- The cost of beauty is draining women of their freedom so they are fighting against society's judgment and for their beauty autonomy
- Rather dictating Real Beauty, Dove’s aim is to be a voice in the crowd that highlights the new perspective on paradigms in beauty. That way they can help everyone feel better informed in choosing their own versions of beauty
- Rather for advocating for beauty that is natural or untouched, its imagining a world that embraces real beauty as body autonomy, where body image is nothing enforced, nothing exploited, or manipulates by anyone else, it is your own to define
- 8/10 girls will opt out of key life activities when they dont feel good about the way they look
- Appearance anxiety prevents us from realizing our full potential
- We all deserve to feel liberated with confidence about the way we look or choose to love
- The dove self-esteem project has already improved the body confidence of 100m young people across the world
- Dove is now recognized by the UN as the #1 provider of self-esteem education in the world
Challenge
- Get young adults (18-30) to talk about Dove being a brand that inspires women to feel more positive about the way they look
- Being recognized as a brand working to broaden the definition of beauty in society by these young adults
- Create a FRESH and BOLD campaign that broadens the definition of beauty for the next 20 years
- Think of an idea that will reimagine beauty for the next 20 years. Reimagine the year as 2044: as we look back, how has Dove been at the forefront of changing beauty for this new generation?
Important Stuff
- Next year, dove’s campaign for real beauty will turn 20
- This campaign created powerful memory structures in our culture that helped broaden the definition of beauty and liberate women from limiting stereotypes and appearance pressure
- Words that are used or come to mind related to campaign: fearless, goes against stereotypes and stigmas, confidence, inclusion, diversity, real
- Dove continues its mission to change beauty to be a source of confidence not anxiety, for this generation of women and the next
- The 20 year anniversary milestone is an opportunity to affirm their commitment to change beauty standards and idealizations and establish a new reference of what beauty confidence should be
- Dove brand personality: honest, empowering, warm, comfortable, optimistic, progressive, beautifully uncomplicated, real
- Start broader social conversation about the future of body image and inclusivity
- NEW IDEAS, fresh. Do not feel like a repetition or re-interpretation of what dove has executed in the past
- Steer away from traditional paid media placements and focus on creating an unexpected stunt, piece of content, experience, or something else that will inspire young people to share it with others (we can do one of those huge 3d animations with AI that people can scan and see thru their phones and share on social media) (we can also do pop-up stands at universities and make them look super girly and comfortable and relaxing and have some activity or something that ties back to dove)
Target Audience
- Young adults (age 18-30)
- Focus on gen Z
- The exact audience is up to us - Note: “you can identify a core community or consumer group that is relevant to the brief and by whom engaging could create a halo effect with a wider audience. These individuals are likely to be highly engaged in social media and enjoy sharing content that related to their interest, making them perfect candidates to spread the word about dove in a genuine manner”
Deliverables
- 1 TikTok ad
- 1 Instagram ad
- 1 Print ad
Process
Ideas
- Focus on environmental implications
- Get back to the grass roots of the brand
- They have worked on the body, now lets work on the world as a whole
- Anti Face Tune campaign
Tagline
- Face the truth, you're beautiful
Headline Brainstorm
- Embrace your uniqueness
- Unfiltered
- This is the face of clean
- No retouch required
- Unfiltered confidence
- Just the way you are
- Real Beauty Shines Through
- Break free from filters
- Beyond filters
- Embrace your authentic beauty
- Celebrate your unique identity and express yourself authentically
- Love the skin you're in
- Real women, real skin
- Discover the true you
- Beauty within is the real win
- Be you. Be true
- Real Women, Real Skin
- Real Bodies. Real skin. Real you
- Ditch the edits, embrace the real
TikToks
Tagline: Face The Truth, You're Beautiful
Headlines: Real Beauty, Unfiltered Confidence AND Real Beauty, Real Confidence
Idea 1: The concept aims to juxtapose artificial beauty with natural radiance by first showcasing a woman heavily adorned with makeup and edits, followed by women exuding freshness and natural, real glow. The contrast emphasizes the joy derived from authentic beauty over artificial enhancements
Idea 2: In this TikTok, we've employed an emotional appeal to evoke the comforting and nurturing sentiments often associated with motherhood. Our chosen tagline, "face the truth, you're beautiful," mirrors the reassuring words a mother might say to her daughter, adding a personal touch to the message. The ad emphasizes the importance of embracing confidence in one's natural, unaltered skin—a lesson passed down through generations. It also underscores Dove's enduring excellence, symbolized by its presence in family rituals. From a mother imparting the values of self-confidence and skincare using Dove to her daughter, to the daughter continuing the tradition with her own child, Dove's legacy remains a constant source of trust and reliability.
FINAL AD Idea 1
"In a world full of filters and false confidence Dove promotes natural beauty and self-confidence. The goal of this TikTok is to show how embracing natural beauty makes women feel more confident in their own skin and to promote natural beauty in the age of AI." - Ella
FINAL AD Idea 2
Mock Ups
Print Ad & Stunt
Tagline: Face The Truth, You're Beautiful
Headline: No Retouch Required
Location: Times Square or high trafficked area
Idea: Our concept promotes real beauty by demonstrating the power of authenticity over filters. In our ad, a woman snaps a selfie with zero editing settings, emphasizing genuine beauty. We'll display this specific ad on print, but will also have digital screens with the template (filter buttons and hashtag) in busy locations such as Times Square, inviting passersby to interact by standing in front these screens. They'll see themselves on the screen and can experiment with filter settings. It's a playful reminder that real beauty shines without artificial enhancements.
FINAL AD
This serves as an example of how individuals can record themselves using the template on the digital screens, which they can then share, contributing to user-generated content
Mock Ups
"Inspired by apps like Face Tune that let people alter their appearance using AI. This has loads of potential for user-generated content as a stunt that would jumpstart the campaign. This idea can be used anywhere with digital screens/billboards with space for a camera to cast the user as the star of a personalized Dove ad."- Andrew
Instagram
Tagline: Face The Truth, You're Beautiful
Headline: Ditch The Edits, Embrace The Real
Idea: The carousel will feature well-known Instagram INFLUENCERS whose values are aligned with the Dove brand, enhancing engagement and resonance with our audience. In addition to posting the carousel on Instagram, we also aim to empower our customers to create content. That's why we'll be making the template accessible to customers via Instagram (ex. they will have the option to use it as a filter on their pictures). This way, they can use it with their own pictures (posts or stories), fostering engagement and community involvement.
Some Graphics I made
FINAL AD
Mock Ups
"This ad features images of women embracing their natural beauty: no makeup, clear skin, and a fresh look. However, juxtaposed with these authentic photos is a screen displaying the same image but heavily edited, to the point where it looks artificial and almost AI-generated. The underlying message of this ad is clear: despite the standards perpetuated by social media, true beauty lies in embracing your natural self. There's no need to conform to unrealistic ideals just because of what you see online. Instead, it's about embracing your real skin and real face, rejecting the trend of over-editing that creates false standards on social media platforms. By highlighting the stark contrast between natural beauty and heavily edited portrayals, this ad seeks to empower individuals to embrace their authenticity and resist the pressure to conform to unrealistic beauty standards. It's a call to action to celebrate real beauty and reject the culture of over-editing that distorts reality." - Me
