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Dove, in a successful example of social responsibility, continues its focused campaign to emphasize the importance of the natural beauty of the woman. An extraordinary strategy comes from a line of cosmetics.

Its new spot called Little Girls, and its musical bottom is the unforgettable subject True Colors, in voice of Cyndi Lauper, (1986).

Let’s tell her to be real and brave and true and she’ll be beautiful. Let’s make peace with beauty.

Dove created the Dove Self-Esteem Fund, a national program called Dove evolution for Canada that it has like objective, to really change the present conception of the feminine beauty, through different initiatives so that the women of all the ages celebrate their individuality.

The campaign is the work of Ogilvy & Mather in Toronto, with Janet Kestin and Nancy Vonk as creative directors; and Tim Piper and Jackie Leak as art directors. Spot is directed by Michael Rowles with production of NewNew Films.

Agency: Ogilvy & Mather, Toronto
Creative directors: Janet Kestin and Nancy Vonk
Directors of art: Tim Piper and Jackie Leak
Spot directed by: Michael Rowles
Production: NewNew Films
Song: True Colors, Cyndi Lauper

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