Dove Beauty outside the box
A DOOH campaign that consisted 2 phases:
Just in text we described a female characteristics, inviting people to envisage the woman who would fit the description.
The following day, we revealed the woman behind the description and her image was totally unexpected, yet still perfectly matching the description published the day before.
Notes: • "Gaúcha" is a person who born in the state of Rio Grande do Sul (Brazilian state) where almost everyone is blond and has a Germanic appearance.
2016_
Dove Real Beauty_
Creative Director: Maureen Shirreff
Copywriter: Ana Cavalcanti
Art Director: Ilka Mourão