Creative Brand Communications

Dove makes women decide if they are average or beautiful….

On April 7, Dove and Ogilvy & Mather Chicago launched a hidden camera campaign investigating how women perceive both themselves and other women.


By setting up signs above side-by-side doors in five cities around the world, Dove encouraged women to make a public choice – either aligning themselves with the term ‘average’ or instead with the more positive ‘beautiful’.

Somewhat unsurprisingly, the vast majority didn’t categorize themselves as beautiful, with some even taking an alternative route to avoid making the decision.

It’s not all doom and gloom however – Dove’s survey uncovered that although women may not feel beautiful themselves, they are quick to highlight beauty in others, with 80% agreeing that every woman has something beautiful about her.

Quite right too.

Pictures and Video (c) Dove


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