Dove Real Beauty Sketches
A typical sketch from Dove Real Beauty Sketches
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| Agency | Ogilvy & Mather (Brazil) |
|---|---|
| Client | Unilever \ Dove |
| Language | English |
| Running time | 6 minutes |
| Release date(s) | April 14, 2013 |
| Directed by | John X. Carey |
| Music by | Keith Kenniff |
| Production company |
Paranoid US |
| Produced by | Jamie Miller Claude Letessier |
| Country | Released online |
| Official website | http://realbeautysketches.dove.us/ |
Dove Real Beauty Sketches is a short film produced in 2013 as part of the Dove Campaign for Real Beauty marketing campaign. The aim of the film is to show women that they are more beautiful than they think they are by comparing self-descriptions to those of strangers.
In the video, which was produced by the Ogilvy & Mather ad agency, several women describe themselves to a forensic sketch artist who cannot see his subjects. The same women are then described by strangers whom they met the previous day. The sketches are compared, with the stranger's image invariably being both more flattering and more accurate. The differences create strong reactions when shown to the women.
The film created a sensation upon its online release in April 2013, quickly going viral. More than 15 million people downloaded the video within a week of its release. Media reaction to the video was mixed. The Daily Telegraph called it "[Dove's] most thought provoking film yet", while Forbes said it was "powerful", but their reviewer felt that "it’s still focusing too much on appearance."
Inspired by market research that suggested only 4% of women describe themselves as beautiful, and around 54% believe that when it comes to how they look, they are their own worst beauty critic, Unilever's Dove brand has been conducting a marketing campaign called Dove Campaign for Real Beauty that aims to celebrate women's natural beauty since 2005. According to Anselmo Ramos, creative director of Ogilvy & Mather, and head of the Real Beauty Sketches project, the goal of the Real Beauty Campaign is to find a way to convince the other 96% they are also beautiful.
Several ideas to achieve this aim were suggested, and it was decided that an unscripted experiment would be the best way to reach women. The idea of hiring a forensic sketch artist stood out, but Ramos was not sure it would work. "With Real Beauty Sketches, we thought that women would probably describe themselves in a more negative way than strangers. But it was just a guess really .... It could go totally wrong." Dove agreed and Ogilvy & Mather hired FBI-trained sketch artist Gil Zamora after "extensive research" because of his experience (3,000+ criminal sketches) and intimate style. According to Ramos, Zamora was "really excited about the project" and was crucial to its success. Ogilvy & Mather selected two groups of women - those being sketched and those providing a second description of them - from diverse backgrounds through a normal casting process. John X. Carey from Paranoid US was chosen to direct. A three-minute long video was launched in four key markets, U.S., Canada, Brazil and Australia, and was then produced and uploaded in 25 languages to 46 Dove YouTube channels across remaining countries. The video was launched using TrueView in-stream, TrueView in-search, YouTube homepage masthead, and search ads globally. Audience participation via YouTube brand channels, YouTube video responses, Google+ Hangouts, and a Google+ page was encouraged.
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