We previously worked with Dove via Edelman Global to introduce the groundbreaking “My Beauty, My Say” campaign to press and media influencers by designing a unique, branded video book. We were tasked with upping the game to recapture the attention of influencers to drive coverage for the launch of a key campaign extension, Dove’s Real Beauty Productions.
Dove’s Real Beauty Ambassador is television icon/producer/series’ creator, Shonda Rhimes. Her invitation to women of all ethnicities and cultures to share stories about what real beauty means simultaneously encourages the audience to shape and to in this case, literally direct their own lives.
We created an innovative, custom delivery keepsake – a production “clapperboard” with full press and play mechanisms housing an HD video featuring Shonda Rhimes delivering the launch announcement, CTA and the brand’s invitation to join their new collaborative studio that focuses on women’s lives and experiences.
What we did
DIRECT MAIL CAMPAIGN
We partnered with Edelman Global to help Dove introduce the groundbreaking #MyBeautyMySay campaign to press and media influencers with a poignant, branded video book featuring women whose stories empower others to define beauty on their own terms – driving coverage, social media sharing and views to claim the top viral video spot (10.5 million views – Visible Measures) during launch week.
For the launch of Dove’s “My Beauty, My Say” campaign, we designed a lenticular direct mail piece sent to targeted press featuring a female athlete in action, the embodiment of the campaign message denouncing the way media covers female athletes. On the tilt, a sexist quote is juxtaposed by how girls are negatively impacted by media objectification of female athletes: “When the media only sees an athlete’s looks, we don’t see her at all.”
Let’s change the story, indeed.