Summary:
Dove's campaign “Unready for Anything” highlights the Beauty Bar after a night out.
Ogilvy generated over 600 ideas globally to create this campaign.
The campaign emphasizes authenticity, avoiding artificial enhancements.
Influencer engagement is central to the campaign, showcasing “get unready with me” routines.
Focus on the Dove Beauty Bar promotes inclusivity by telling stories without showing people.
Exploring the Creative Journey Behind Dove's Latest Campaign
Campaign Trail is our analysis of some of the best new creative efforts from the marketing world.
Dove's new campaign, “Unready for Anything,” serves as a celebration of its iconic Beauty Bar product, focusing on the moments after a night out when the makeup is washed away and only memories remain. This campaign, crafted by Ogilvy New York and Ogilvy UK, marks a significant chapter in their long-standing partnership that dates back to the brand’s launch in 1957.
The Concept Behind the Campaign
The campaign will be showcased through out-of-home activations as well as digital, social media, and print channels. It features a striking close-up of the Dove Beauty Bar on a bathroom tile, covered in suds from celebratory occasions. This unique approach aims to capture the essence of the Dove Beauty Bar not just as a product but as an iconic symbol.
Ogilvy's creative process began with a straightforward question: How can we make the Dove Beauty Bar iconic? The agency sought borderless creativity, generating over 600 ideas globally, ultimately selecting a simple yet impactful concept from their New York office.
Rules of Engagement
To emphasize the bar's iconicity, Ogilvy established clear guidelines: the campaign should focus on the bar as a portrait, avoiding artificial intelligence or CGI to enhance its authenticity. According to Rafael Rizuto, Ogilvy’s chief creative officer, “An idea is only great if it looks great.” The campaign launched at midnight on New Year’s Eve, featuring the Beauty Bar amidst festive decorations, with plans for various executions throughout the year.
Engaging Influencers and Embracing Inclusivity
The campaign also incorporates a social media strategy featuring influencers showcasing their “get unready with me” routines, connecting the creative and influencer content more seamlessly than in traditional campaigns. By focusing on the product rather than a person, Dove aims for greater inclusivity, allowing the Beauty Bar to tell its own story.
“It tells a story without showing any person,” Rizuto noted, emphasizing that the Beauty Bar can represent different narratives for different individuals.
Behind the scenes at the “Unready for Anything” shoot - Courtesy of Dove
Courtesy of Dove
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