MAKING A FACE IS A
POWERFUL PROTEST
FOR EVERY FACE
DOVE DONATES 1 USD
TO WOMEN’S MENTAL HEALTH
CHALLENGE
Create a fresh and bold campaign that broadens the definition of beauty for the next 20 years.
Get young adults (18-30) to talk about Dove being a brand that inspires women to feel more positive about the way they look, and being a brand working to broaden the definition of beauty in society.
AUDIENCE
Young Adults (age 18-30) with a focus on Gen Z.
Celebrity activation ft. Billie Eilish
The voice and face of letting loose and speaking her mind starts off the campaign by posting a silly face on her social media channels.
interactive DOOH-activation
Digital ad screens pop up as protest photo booths all over the world.
Public mirrors
Stickers with QR-codes turns public mirrors into silly selfie screens.
CAMPAIGN WEBSITE
The website gathers all the images uploaded and shows the protest growing in reel time. There you’ll get an overview of the full campaign and read more about Doves work with improving women’s mental health.
So-Me
Dove’s social feeds are filled with uploaded faces posted in real time
Celebrity event activation
Red carpet photo opportunities turns into red carpet silly face opportunities
iconic billboard
The protest feed is displayed live on iconic billboard-locations like time Square.
