Dove launches Real Beauty Sketches campaign with series of web films via Ogilvy Brazil

Screen shot 2013-04-16 at 8.42.46 AM.jpgWomen are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful.

So Dove, via Ogilvy Brazil, decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see.

WATCH THE WEB FILMS HERE
Join the Twitter conversation at: #wearebeautiful
The spots are screening in Australian cinemas this week and over the weekend brand ambassadors will be handing out Dove mirrors in the cinema foyers so they can see the real person.

LA based director John X Carey directed the spots which received 3.7million hits in the first 48 hours.

Carey has a background in branded documentaries, short film and commercials, earning him global recognition, including the Cannes Young Director Award, 2011.

Says Michael Cook, The Feds EP: "This is a great idea elegantly executed. Like so much of Paranoid's work it has a clear visual aesthetic. Executive producer Claude Letessier has a great eye for talent and John is another example of this. He does beautiful work and we're very excited to represent him as part of the Paranoid team."

Client: Dove
Agency: Ogilvy & Mather Brazil
Chief Creative Officer: Anselmo Ramos
Executive Creative Director: Roberto Fernandez /Paco Conde
AD: Diego Machado
CW: Hugo Veiga
Sketch Artist: Gil Zamora
Producer: Veronica Beach
Junior Producer: Renata Neumann
Business Manager: Libby Fine
CEO: Luis Fernando Musa
Group Account Director: Valeria Barone
Account Director: Ricardo Honegger

Production Company: Paranoid US
Director: John X Carey
Executive Producer: Jamie Miller / Claude Letessier
Line Producer: Stan Sawicki
Director of Photography: Ed David

Long Version:
Executive Producer: Jamie Miller / Claude Letessier
Producer: Stan Sawicki
Editor: Phillip Owens
Music: Subtractive
Sound mix: Lime Studio
Composer: Keith Kenniff
Mixer: Sam Casas
Executive Producer: Jessica Locke
Production Sound: Tim O'Malley
Color Grading: Company 3
Colorist: Sean Coleman

Short Version and Cinema:
Editorial Company: Rock Paper Scissor
Executive Producer: Carol Lynn Weaver
Editor: Paul Kumpata
Assistant Editor: Niles Howard
Online: A52
Executive Producer: Megan Meloth
Producer: Jamie McBriety
Music: Subtractive
Composer: Keith Kenniff
Sound mix: Lime Studio
Mixer: Sam Casas
Executive Producer: Jessica Locke
Production Sound: Tim O'Malley
Color Grading: Company 3
Colorist: Sean Coleman

4 Comments

Yes said:

Our industry, among others, has been a big part of the issue behind women carrying around such distorted views about how they look, so how good is it to see something like this. A powerful message, beautifully told through a brilliant idea. Something that will genuinely make a difference to people’s lives, for better. Everyday I hope to see (or even make) something that gives me faith in what we do. Today is a good day.

Jack Russell said:

Magnificent.

Shine on said:

Titanium wrapped in bacon

Scamp said:

So good, and it will 'do a lot of good' too.

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