Background
Dove wants to create a new concept that highlights Dove as a brand that inspires women to feel more positive about the way they look, while also being a brand working to broaden the definition of beauty in society.
Problem
8/10 women opt out of key life activities when they don't feel good about themselves.
Insight
Not being able to feel good enough creates huge amounts of shame that takes root inside women. Studies show that keeping shame a secret makes it grow stronger.
Idea
Shamefree Beauty. By inviting women to share their shame by saying it out loud, we create a safe community where women are empowered to find and define their own beauty, free from other's definitions. This is done with a warm and honest clear tone of voice.
Case film
Team: Cornelia Engholm (AD), Rebecka Svensson (CW). Submitted to Young Ones 2024.
