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

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Women 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.

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