Dove launches Real Beauty Sketches campaign with series of web films via Ogilvy Brazil
Women are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful.
So Dove, via Ogilvy Brazil, decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see.
Join the Twitter conversation at: #wearebeautiful
LA based director John X Carey directed the spots which received 3.7million hits in the first 48 hours.
Carey has a background in branded documentaries, short film and commercials, earning him global recognition, including the Cannes Young Director Award, 2011.
Client: Dove
Agency: Ogilvy & Mather Brazil
Chief Creative Officer: Anselmo Ramos
Executive Creative Director: Roberto Fernandez /Paco Conde
AD: Diego Machado
CW: Hugo Veiga
Sketch Artist: Gil Zamora
Producer: Veronica Beach
Junior Producer: Renata Neumann
Business Manager: Libby Fine
CEO: Luis Fernando Musa
Group Account Director: Valeria Barone
Account Director: Ricardo Honegger
Production Company: Paranoid US
Director: John X Carey
Executive Producer: Jamie Miller / Claude Letessier
Line Producer: Stan Sawicki
Director of Photography: Ed David
Long Version:
Executive Producer: Jamie Miller / Claude Letessier
Producer: Stan Sawicki
Editor: Phillip Owens
Music: Subtractive
Sound mix: Lime Studio
Composer: Keith Kenniff
Mixer: Sam Casas
Executive Producer: Jessica Locke
Production Sound: Tim O’Malley
Color Grading: Company 3
Colorist: Sean Coleman
Short Version and Cinema:
Editorial Company: Rock Paper Scissor
Executive Producer: Carol Lynn Weaver
Editor: Paul Kumpata
Assistant Editor: Niles Howard
Online: A52
Executive Producer: Megan Meloth
Producer: Jamie McBriety
Music: Subtractive
Composer: Keith Kenniff
Sound mix: Lime Studio
Mixer: Sam Casas
Executive Producer: Jessica Locke
Production Sound: Tim O’Malley
Color Grading: Company 3
Colorist: Sean Coleman
1 Comment
Love it to bits…I am not sure it will sell shitloads of Dove but then again…I have no idea what will. Great idea and insight.
Aside: some white chick called Little Drops who describes herself thus – “Things that drip drop into my soul and make me want to sing. I’m Jazz. I want grace in my heart and flowers in my hair.” – is not happy with these films and describes this as (among other things) racist.
And if they had a black sista being drawn by a forensic artist, I am sure a lot of folks would call it unfair stereotyoing.
There’s no satisfying some people.