As part of Dove’s famous campaign for real beauty the put prepared weight sclaes in girls locker rooms of schools and public swimming pools. When in use they display a simple truth: real beauty can’t be measured in kilos.
“Real beauty can’t be measured in kilos.”
Advertising Agency: Ogilvy & Mather, Düsseldorf, Germany
Creative Director: Robert Brünig
Art Director / Illustrator / Photographer: J.Jesús Fernández Jiménez
Copywriter: Marc Hässicke
I personally think this is an awesome campaign. It is very clever and it goes along with what Dove is trying to promote. I think Dove has done a good job of promoting inner beauty in women. Their ads stick with me, which shows they do a great job of branding their items. I also think that this new campaign is a good way to reach their target audience. A high school locker room can be a scary place for many people, and I think Dove is doing their part in trying to make women feel as comfortable as possible. Stepping on a scale that says, “Real beauty can’t be measured in kilos.” would really make me think twice about what is truly important in life.
The question is – “Does it work?”
I agree that it’s a great campaign, that’s sitting well on Dove and is very well targeted. But to the girl who steps down after she got weighed – did it do something? Was it enough to make her feel better?
I just wonder, that’s all. I like the campaign.
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I like the campaign. It is positive and it has a great message. So it definitely serves the public well. Does it serve Dove? Will they make money with this? Doubtful.
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