Dove encouraged women to change their profile photos
and show that beauty is plural and diverse.
First we invited four women with different beauties and made a series of mini-documents to discuss the imposition of a beauty pattern.
During the filming, they wrote letters to inspire each other's beauty. Then, we inspired Brazilians to fight against the dictatorship
of the beauty pattern and to change their profile photos, showing their beauty out of the box.
ATTENTION: Turn on subtitles from Youtube.
Then we shared the videos on social media, invited all women
to show their real beauty and change the profile picture.
Every day Dove changed the Facebook profile picture
for the photos received in the campaign.
Watch the case study.
Concept, Art Direction, screenplay and photography