The One Show
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Category
Craft / Photography - Campaign
Annual ID
OS_CP18058M
About the Work
Prior to launching Baby Dove, research indicated that 99% of moms feel pressure to be perfect. And 81% question if what they’re doing is good enough. So we set out to connect with moms in a manner that was consistent with Dove’s real beauty heritage: by making them feel beautiful, instead of inadequate. To capture the beauty of being a real mom, we commissioned several world-renowned female photojournalists, including Pulitzer prize-winning Lynsey Addario and Amy Vitale. By immersing themselves in 6 real mom’s lives 24/7, they captured the beautifully imperfect side of motherhood. We invited Canadian moms to participate by: 1. Visiting our Gallery of Real Moms to be inspired by other real moms 2. Posting their own #beautifullyrealmom photos in support of real moms everywhere Our efforts helped us capture an impressive 10% of the market within the first 90 days of launch.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Ogilvy & Mather / Toronto
PR / Marketing Agency
Harbinger Communications / Toronto
Production Company
Vapor RMW / Toronto
H&O / Toronto
Media Company
Mindshare Canada / Toronto
Art Director
Julie Markle
Chief Creative Officer
Brian Murray
Ian MacKellar
Creative Director
Chris Dacyshyn
Julie Markle
Photographer
Lynsey Addario
Ami Vitale
Eran Sudds
Sandy Nicholson
Writer
Chris Dacyshyn
Agency Producer
David Scanlon
Content Strategist
Crystal Sales
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