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Dove Releases Follow-up to ‘Real Beauty Sketches’

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Social experiment by Ogilvy Brazil fools women for the better

Dove Releases Follow-up to ‘Real Beauty Sketches’

Inside every woman is the power to feel beautiful, confident and radiant, according to a first-of-its-kind social experiment conducted by Dove. Carried out in response to research revealing that an alarming 80% of women feel anxious about the way they look1, the study highlights how the right state of mind can unlock a powerful feeling of beauty that lives inside all women.

The experiment was guided by psychologist and New York Times best-selling author, Dr. Ann Kearney-Cooke (Ph.D., Counseling Psychology) who has spent thirty years conducting scientific research around women’s body image and self-esteem. 

During the experiment Dr. Kearney-Cooke invited the participants to wear a custom-made “beauty patch” for two weeks, which - would help them feel more beautiful.  The women were then invited to keep a personal account of their life-changing experience throughout the two week period. All the women agreed that wearing the “beauty patch” helped to improve their self-esteem and to change their personal lives in ways that they had not imagined. 

At the end of the experiment, however, it is revealed that the “beauty patch” contained nothing and that the power of believing in their own beauty influenced feeling beautiful. 

"When a woman feels beautiful, she radiates happiness and confidence, which inspires her life in a significant way,” said Dr. Kearney-Cooke.  “These women, like so many others, struggle to recognize their own beauty and it severely affects their daily lives.  This ground-breaking experiment was designed to illustrate that beauty is a state of mind and that the power to feel beautiful comes from within.”   


Credits


Agency: Ogilvy & Mather Brazil

Client: Unilever

Brand: Dove 

Chief Creative Officer: Anselmo Ramos

Executive Creative Director: Roberto Fernandez & Paco Conde

AD: Renato Zandoná

CW: Brux

Head of Global Production: Veronica Beach

Senior Producer: Mariane Goebel

Producer: Renata Neumann

Business Manager: Libby Fine

CEO: Luiz Fernando Musa

Head of Client Services: Daniela Glicenstajn

Account Director: Ricardo Honegger

Account Supervisor: Julia Barreira

Planning Director: Mollie Hill

Global Managing Director: Erica Hoholick

Global Managing Partner: Stephane Orhan

Global Planning Partner: Kate Smither

Client: Steve Miles, Jocelyn Hsieh, Rita Szalay


Production Company: Caviar  LA

Director: Kristopher  Belman

Executive Producer: Jasper Thomlinson

Line Producer: Luke Thomlinson Clark 

Director of Photography: Robert Chappel


Editorial Company: Rock Paper Scissor

Executive Producer: Carol Lynn Weaver

Producers: Chrissy Hamilton / Meagen Carroll

Editor: Paul Kumpata

Assistant Editor: Arielle Zakowski

Online: A52

Flame Artist: Dan Ellis 

Executive Producer: Megan Meloth

Producer: Heather Johann

Music: Great Garbo

Composers: Diego Baldenweg, Nora Baldenweg, Lionel Vincent Baldenweg

Music Producer: Groove Guild 

Sound mix: Lime Studio

Executive Producer: Jessica Locke

Mixer: Joel Waters 

Color Grading: A52

Colorist: Paul Yacono


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Genres: People

Categories: Makeup, Beauty & Health

lbbonline.com, Wed, 09 Apr 2014 19:30:30 GMT