Dove - "Image Hack Case Study"

Mindshare Denmark

Mindshare Denmark Copenhagen, Dänemark

Awards

9507

Marke: Dove
Länder: Dänemark

Werbende: Unilever

Titel	Image Hack Case Study
Brief	What is a beautiful woman? Most advertising would lead you to believe that she is an object and that her beauty is unattainable. For a dose of reality, Dove hacked the industry from the inside and worked with five award winning photographers to capture real beauty. They uploaded photos to the largest stock image site in the world, tagged as “beautiful women”. Soon, search results for “beautiful woman” produced a more balanced representation of beauty. As the trend caught on, photographers contributed their own images. Dove ran ads, challenging agencies and brands to participate in redefining beauty.
Agentur	Mindshare Denmark
Kampagne	Image_Hack Case Study
Werbende	Unilever
Marke	Dove
Datum der ersten Ausstrahlung/Veröffentlichung	2017 / 4
Geschäftsbereich	Kosmetika, Schönheitsprodukte & Parfüms
Story	As an industry we play a part in gender presentations in the media. When we use images that doesn’t reflect society, images that portraits women as objects, we dictate unrealistic ideas. We wanted to change the way advertisers portraits women in their advertising. So to help advertisers change their ways, we created tool to do so. On stock-sites, where most agencies purchase the images, we manipulated the search results, by uploading images of strong and confident women in the non-stereotypical scenes
Medientyp	Internet-Film
Länge	165 seconds
Creative Director	Kenneth Kaadtmann
Client Director	Michael Hansen
Texter	Anne Ingevold
Texter	Kenneth Kaadtmann
Art Director	Sune Overby
Digitales Design	Andreas Berglund
Social Director	Mette Bacher
Media Buy	Henrik Welling
Fotograf	Atli Thor
Fotograf	Magnus Ekstrøm
Fotograf	Anders Fauerby
Fotograf	Irfaan Khan