Dove | CHOOSE BEATIFUL
Using the power of brand to reinvent DRTV
The Brief.
Create something tangible that our audiences can use to think more positively about themselves by learning to appreciate their own unique beauty.
The Insight.
Beauty is all about our perceptions and our perceptions can be influenced and changed.
The essence of this campaign is to prove that you can make a conscious choice to see the world in a different, more positive way, in the way those around you see it.
In doing so you can choose to see and believe the positive things others see in you, you can choose to see your own unique beauty.
The Work.
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Digital Strategy
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Social Media & Digital Assets
Choose Beautiful was the 2015 response to the now infamous Dove Shoreditch brief. The campaign was designed to bring attention to the message that beauty is a choice available to all of us every day. However, the reality is that women all over the world don’t feel able to see themselves as beautiful. To accompany the Ogilvy & Mather video piece I was tasked with creating a tangible way that our audience could think more positively about themselves by learning to appreciate our own unique beauty. The answer was to create a bespoke tumblr, packed with content demonstrating mindfullness exercises aimed at boosting self-esteem, where our audience could go for information and to share their experiences together.