Dove Campaign for Real Beauty

And the feminist meetup, by the way, and this is way before influences were a thing, were like, yeah, sure.

You know what? We really like that Unilever campaign, that Dove campaign.

Go get their money.

They saw me as their agent early on.

And now your human, creative, intuitive part, you need and we need to find How do I get this 5% remarkable creativity? These remarkable Burger King campaigns, okay? These...

Dove Real Beauty, okay? This, you look at that, Rafael Narvaez is doing an amazing job on the tomato sauce brand called Mutti, right? This is remarkable, okay? Okay, and again, this is 5% extraordinary things.

that then will feed the 95 scaling so don't don't confuse it you know it it's better to be extremely creative and intuitive to get the never seen before hero content and to rationalize production localization airing e-commerce e-commerce content with technology right that's where you win being average creative with higher cost everywhere hey yeah this is not getting you to the future and this is not creative growth so i think these complexity of choices preserving creativity and scale human and technology that's where modern cmos have an opportunity to make the difference because guess what It's very hard.

It's very hard because it changes the way we take decisions.

I don't want to say this word because actually when you say it, it sounds wrong, but you know, you have to have the humility to sit down and look at this brand that someone else has, not someone else, actually many other people before you have crafted before.

on a real strong human tension and emotional insight, which is that beauty was supposed to be a joy, beauty was supposed to make us feel good, yet in the industry at that specific moment of Campaign for Real Beauty in 2004, there was somehow a real realization with this big research that Dove had conducted in more than 12 countries, that actually women didn't feel beautiful.

So as much as they were consuming the beauty products, they were not necessarily getting better.

They were actually feeling even more anxious because the advertising industry that was portraying a woman that was, you know, an idea that was almost not existing or making women actually feel bad about themselves, about their bodies, about their beauties and look at themselves and be like, I don't look great.

So really, I think there was a there was a for us.

realization that that human insight was still very strong, but the way it was playing out in society was slightly different.

And so there was a whole era after the Campaign for Real Beauty where Dove started really focusing on the women being her worst inner critic.

And it was about the women, you know, having a certain judgment on herself.