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For the latest installment of its iconic "Real Beauty" campaign, Dove tweaks the bizarrely popular Mannequin Challenge meme.
A group of diverse women invade a clothing boutique and turn the challenge upside down. True to the meme, they pose in a complex tableau. Still, it’s not really the humans who are asked to accomplish something. It's the fiberglass and plastic facsimiles:
"Dove always strives to reassure women that they needn't feel anxious about their beauty," Andre Laurentino, global ecd at Ogilvy & Mather London, which developed the campaign, tells Adweek.