The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in 2004 that includes advertisements, video, workshops, sleepover events and even the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with their own body.
For the launch of the campaign normal women of different shapes and sizes were featured in the promotions. The ordinary looking women featured in the ads for the campaign.
The campaign was shot by the British portrait/fashion photographer Rankin. Rankin was chosen because he brings out the character and personality of his subjects and he likes working with non-professional models. Dove wanted to celebrate women by using a photographer who also shoots supermodels, giving them the same star treatment.
As part of this campaign, in 2006, Dove started the Dove Self-Esteem Fund that claims to change the Western concept of beauty from ultra-thin models with perfect features to making every girl feel positive about her looks, no matter what they are.
This must be one the excellent work that Brand has ever done. Well done Dove !
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