The Fashion Industry and Dove are both experts on it, changing (or trying to change) the perception of beauty.  But Dove is doing it in the opposite direction. By fighting against Fashion stereotypes, Dove position themselves as a brand for the real people (which in the end of the day is what their customers really are).

The following video is quite a statement of it. The Dove campaign (“Thank you”,Dove Canada) plays an important role in Dove’s Triple Bottom Line, where Corporate Social Responsibility can flow alongside profits and marketing objectives. Kudos for that…

It’s all about perception

Beauty is about perception as another ad from the same campaign shows.

Below a great TED talk by Rory Sutherland, from Ogilvy UK. Here perception in Advertisement is described trough interesting facts in a very engaging and funny way. Enjoy.

Source: TED

2 Million views in Youtube only, these ads reportedly cost 15% of a normal budget (with actors being actual employees of the company).

1) The downsize of the story is that Air New Zealand doesn’t support equal opportunities in their workplace since fat people are not allowed. Shame on you (ie, thank god!).

2) I love that accent

3) I always wanted to go to New Zealand…

4) I can think of some flights i’ve taken where i did NOT wanted this to happen hehe

Behind the scenes here.