Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in