Dove Takes On The Mannequin Challenge

Dove Takes On The Mannequin Challenge

Continuing its “Real Beauty” slogan, Dove has turned the tables on the popular Mannequin Challenge with a call to clothing stores to make their mannequins more diverse.

“The Mannequin Challenge has taken over social media and it brought up an important question: Why do actual mannequins rarely represent our diverse bodies?” According to Dove’s YouTube page, “Dove decided to create our own Mannequin Challenge… with a twist! Watch to see how we celebrate beauty of all ages, ethnicities, shapes and sizes”.

“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. “When we saw everyone doing the Mannequin Challenge, we thought, ‘Why haven’t we ever seen a mannequin that looks like us?’ This seemed like the perfect opportunity to connect Dove’s point of view with a current conversation.”

“This is a lighthearted way of reminding us that there are many shapes, colors and sizes to real beauty,” Laurentino said. “The messages which influence how we perceive our bodies are everywhere, whether we notice them or not. So, we decided to use the opportunity, join the phenomenon, and have fun making our own Mannequin Challenge video—with a slight spin on it.”

“The hardest part? Not blinking,” Laurentino recalled. “It took ages to get a shot where nobody blinked. And when we finally got one, someone walked past the store in the background right at the end. We were back to square one. But we got it eventually. The take we used is number 33.”

CREDITS
Client: Dove

Agency: Ogilvy London
Unilever Global ECD: Andre Laurentino
Dove Global Creative Director: Gerald Lewis
Creative Team: Rachel Miles & Michael Tsim
Producer: Jo Charlesworth
Global Business Partner: Sam Pierce
Account Manager: Carmen Vicente Soto

The Smalls Production Co.:
Director: Tom Grost
Producer: Angelica Riccardi
Producer: Fred Bonham Carter
DoP: Simon Plunket

Dove Masterbrand Client:
Global Vice President, Dove Masterbrand: Sophie Galvani




Please login with linkedin to comment

Ogilvy London The Age

Latest News

HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
  • Campaigns

HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square

HoMie, a Melbourne-based streetwear label that supports young people affected by homelessness or hardship, has turned traditional buy-one-get-one-free retail offers on their head with a special promotional campaign developed by Town Square. HoMie has launched ‘Give One. Get One,’ where for every HoMie hoodie purchased for Youth Homelessness Matters Day, fellow streetwear label Champion will […]

Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
  • Campaigns

Thinkerbell Takes Us Back To Summer In Latest Work For XXXX

Lion and Thinkerbell have launched new work for XXXX Summer Bright, reminding everyone that it’s a beer to drink all year round. The idea is now live across social, digital and OOH. It centres on the insight that around here, unlike most places in the world, we only have one season really, summer. So it’s […]

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]