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Dove celebrates armpits in all their forms to smash idealised stereotype

Dove

Dove is celebrating all types of underarms to spread the message that there is no idealized norm. 

For years, women's underarm have been criticized if they are not smooth and hairless. 

In order to smash the perfect armpit stereotype out the window, Ogilvy and Dove have developed a campaign that celebrates underarms in all their wonderful forms, whether that be hairy, dyed, lasered, tattooed, smooth or glittered. Or even if they have scars, dark marks, moles or vitiligo.

In the campaign, 13 women, from all different backgrounds share their views on underarms. One lady shares that she wishes the 'ideal underarm' didn't exist. Another proud woman says that her underarms do not define her womanhood. Each narrative seeks to help women feel confident and uninhibited and to inspire women to show them off, whatever lives underneath. 

Discussing the campaign launch, Kath Swallow, global brand vice-president, Dove Deodorants at Unilever said: “It’s so inspiring to see such a confident group of women share their underarm stories in such a powerful way. It’s a seemingly small element of our bodies, but as our study shows, the pressure for them to look a certain way can affect self-esteem and confidence.

"We hope as the campaign rolls out, others will be inspired to feel confident and embrace their underarms however they are or however they choose to have them.”

Adding to this, Dede Laurentino, chief creative officer at Ogilvy UK: “Sharing powerful stories and showcasing a real purpose has always been at the heart of Dove. Women’s underarms have been close to a taboo for too long. I’m happy to see Dove addressing the topic in such a liberating way”.

: 'Dove Deodrant'

Agency:
Client:
Date: October 2019
Dove is celebrating all types of underarms to spread the message that there is no idealized norm. 
For years, women's underarm have been criticized if they don't meet the idealized standard set my Greek sculpture: smooth and hairless. 
In order to smash the perfect armpit stereotype out the window, Ogilvy and Dove have developed a campaign that celebrates underarms in all their wonderful forms, whether that be hairy, dyed, lasered, tattooed, smooth or glittered. Or even if they have scars, dark marks, moles or vitiligo.
In the campaign, 13 women, from all different backgrounds share their underarm empowerment stories. One lady shares that she wishes the 'ideal underarm' didn't exist.
Another proud woman says point-blank that her underarms do not define her womanhood. Each personal narrative seeks to help women feel confident and uninhibited and to inspire women to show them off, whatever lives underneath.
Credits:
 
 
Client: Unilever
Brand: Dove Deo
Global Brand Vice President: Kathryn Swallow
Global Brand Director: Laura Kleffer
Global Brand Director: Lucy Howdle
Global Senior Brand Manager: Zoe Gardener-Smith
Global Brand Manager: Camille Singer
 
Agency: Ogilvy UK
Chief Creative Officer: Andre Laurentino
Creative Director: Nancy Vaznonis
Senior Art Director: Matt Nankivell
Senior Copywriter: Ollie Jarrott
Behind the Scenes DOP/Editor: Abbie Fairlie
Global Managing Partner: Anneliese St. Amour
Global Business Director: Madhavi Unni
Global Account Manager: Christopher Smith
Planning Partner: Hannah Wren
Strategist: Yolanda Davis
Agency Producer: Victoria Smith
Agency Producer: Stephanie Warner
Art Producer: Chloe Jahanshahi
Project Manager: Katie Morrell
 
Director: Lisette Donkersloot
Production Company Executive Producer: Ellie Goodwin
Production Company Producer: Romy Waller
Production Company: Caviar
 
Photographer: Rebecca Naen
Print Producer: Matt Davey
Print Production Company: Probation Agency
 
DOP: David Bird
Editor: Laura Cairney-Keize
Colour: The Mill – Thomas Mangham
Online: The Mill – Matthew “Wispy” Clarke & Richard Payne
Design Team: The Mill – Freya Barnsley & Kenny Addeh
Sound: Factory – Jack Hallett      
Post Producer: The Mill – James Yeo
Tags: UK
 
 
 
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