DOVE - Real Beauty Sketches Cannes Lions Grand Prix Titanium Case Study
Channel: Anthony Kalamut
Date: 2021-05-25

Dove created another viral hit. The Unilever brand unveiled online video featuring real women describing themselves to an FBI-trained sketch artist, accentuating what they perceive as their physical flaws. Those same women are then described to the artist by people they had just met, who emphasize what they see as the women’s positive attributes. The two sketches that result speak volumes about how women perceive themselves – with the strangers’ portraits being much more accurate depictions.

The insight behind “Real Beauty Sketches,” which was created out of Unilever’s global HQ in the U.K. with Ogilvy in Brazil, resulted from global studies that Dove has conducted over the years, says Sharon MacLeod, VP marketing at Unilever Canada.

“It came from this notion that women are their own worst critics,” she says, noting that only 4% of women feel comfortable describing themselves as beautiful, and 80% say they’re anxious about the way they look.

NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.