Campaign
The campaign was shot by the British portrait/fashion photographer Rankin.
One billboard in the series asked viewers to phone 1-888-342-DOVE to vote on whether a woman on the billboard was "fat" or "fab". The results were posted real-time on the board. While a photo in the October 25, 2004 issue of Marketing Magazine shows "fab" leading 51% to 49%, eventually the percentage of "fat" votes overtook "fab", much to the chagrin of marketers.
As part of this campaign, in 2006, Dove started the Dove Self-Esteem Fund that claims to change the Western concept of beauty from ultra-thin models with "perfect" features to making every girl (and woman) feel positive about her looks.. In an effort to promote the Fund, Dove ordered a series of highly successful online-based short films promoting the self-esteem concept, which to date includes Daughters (which also aired as a 75-second television spot suring the Super Bowl XL), Evolution (which went on to win a number of honours, including two Cannes Lions Grand Prix awards), Onslaught, and Amy.
Read more about this topic: Dove Campaign For Real Beauty
Famous quotes containing the word campaign:
“The war on privilege will never end. Its next great campaign will be against the privileges of the underprivileged.”
—H.L. (Henry Lewis)
“Now, Mr. President, we don’t intend to trouble you during the campaign but after you are elected, then look out for us!”
—Susan B. Anthony (1820–1906)
“You campaign in poetry. You govern in prose.”
—Mario Cuomo (b. 1932)