CULT Futures - The Creatology Report
adobe front page
Contemplative Reptile
Please Select
  • International Edition
  • Canadian Edition
  • UK Edition
  • USA Edition
  • German Edition
  • Irish Edition
  • Ukrainian Edition

Everyone is Normal and Everyone is Different in Dove's Body Positive Campaign

Creative 126 Add to collection
Marshall Street Editors' Laura Cairney Keize brings 'Purpose' to confident women
Everyone is Normal and Everyone is Different in Dove's Body Positive Campaign

Dove is breaking down societal norms one underarm at a time with their recent body positive campaign 'Purpose'. Stereotypical beauty for women is often hairless, airbrushed and unattainable. 'Everyone is normal and everyone is different' is the phrase that drives this spot as it features a variety of underarms with pigmentation to tattoos to glitter! Ultimately, the important message that Dove is putting forward is less focused what meets aesthetic beauty standards but instead features happy and confident women.

This campaign is refreshing in its approach to mainstream beauty advertising, paving the way for more diversity. The film was directed by Cavair's Amsterdam-based Lisette Donkersloot and edited by MSE’s Laura Cairney-Keize with creative from Ogilvy.

Dove - Purpose
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Advertiser: Dove

Creative Agency

Creative Agency: Ogilvy

Art Director: Matt Nankivell

Strategist: Yolanda Davis

Chief Creative Officer: Andre Laurentino

Creative Director: Nancy Vaznonis

Producer: Victoria Smith

Producer: Stephanie Warner

Production Company

Production Company: Caviar

Director: Lisette Donkersloot

Executive Producer: Ellie Goodwin

Producer: Romy Waller


Edit Company: Marshall Street Editors

Editor: Laura Cairney-Keize

Post Production / VFX

Post Production Company: The Mill

Colourist: Thomas Mangham

Producer: James Yeo


Sound Company: Factory

Producer: Jack Hallett

Genres: People, Fashion & Beauty, Dialogue

Categories: Deodorant, Beauty & Health

Marshall Street Editors, Fri, 10 Jan 2020 12:47:30 GMT