Do you’re feeling stunning? Do you select to really feel stunning? That’s what Dove explored with their globe-trotting marketing campaign ‘Select Stunning’. It was a follow-up to their survey that indicated that 96% of ladies (on the planet) price themselves as ‘common’. To strive it out virtually, Dove put indicators on doorways into public buildings in 5 cities all over the world: Shanghai, San Francisco, London, Sao Paulo and Delhi. One door was labeled “stunning”, the opposite – “common”, and Dove filmed girls’s reactions. The end result? Quite a lot of girls fretting over the choice and even deciding to not undergo the door in any respect.
Dove then did small interviews with the ladies, who confessed that selecting to undergo the ‘common’ door had negatively impacted their vanity. Going by the “stunning” door required some guts, but made them really feel higher about themselves afterwards. And that’s the message of the marketing campaign: solely girls themselves can select to really feel stunning. And the door is highly effective visible device ship this message.
As the corporate’s advertising director Jennifer Bremner stated, ‘Dove Select Stunning urges girls to embrace this private selection, as a result of once we do, it unlocks happiness and confidence that impacts girls’s vanity’
Advert company: Ogilvy & Mather Chicago