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2018 One Show - Cross-Platform

Baby Dove - Beautifully Real Moms

Agency Ogilvy & Mather / Toronto

Client Unilever
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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.