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Creative

Dove's 'It's On Us' Campaign Infiltrates the Casting Industry with Real Beauty Models

LOLA MullenLowe creates incentive to help other brands show real beauty in their advertising

Dove's 'It's On Us' Campaign Infiltrates the Casting Industry with Real Beauty Models

Dove has infiltrated international casting calls with real beauty models and a message to encourage inclusion in its latest campaign ‘It’s on Us’. Dove pledges that if a brand chooses one of their models, they will pay to cover the cost of their appearance fee.

Sophie van Ettinger, Global Vice President at Dove, comments: "For over 60 years, Dove has been taking action to represent real beauty – working to shatter stereotypes. We know from research that if women don’t feel represented, it can hold them back from reaching their full potential.  The effects are vast, negatively impacting health, career and relationships. As an actionist brand that continuously challenges narrow beauty ideals, it is our duty to help others to represent all beauty in their advertising.”

“By giving brands and companies the tools to show a more diverse representation of beauty, we are helping to change the way women are represented, which is proven to have a positive impact on how confident women feel in their appearance.” 

Dove worked with LOLA MullenLowe and different independent casting agencies to develop this ground breaking challenge. Models across various collectives and backgrounds were hired to participate.

“This project really drove home how difficult it is to promote real beauty in advertising. Even when offering Dove’s real beauty women to brands at no cost at all. Hopefully this campaign will encourage many more to genuinely do something about this problem,” says Tomas Ostiglia, executive creative director, LOLA MullenLowe Madrid.

#ItsOnUs furthers Dove’s commitment to drive change and empower women by striving for an inclusive representation of beauty. 

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Agency: LOLA MullenLowe, Madrid

Campaign: It’s on Us

Client: Dove

Global Dove Masterbrand VP: Sophie Van Ettinger

Global Dove Masterbrand Senior Brand Manager: Hugo Rawlinson

Global Dove Masterbrand Assistant Brand Manager: Isabella Revelli

Global Business Director: Tom Elliston

Executive Creative Director: Tomás Ostiglia

Global Creative Director: Jorge Zacher, Kevin Cabuli, Kirk Gainsford

Copywriter: Jorge Zacher, Joaquín Cuadrado

Art Director: Yan Graller, Gines Gomez, Felipe Antonioli

Account Supervisor: Flora Bell

Agency Production Director: Felipe Calviño

Agency Producer: Jorge Saade, Riska Emeran

Production Company: 7Films

Executive Producer: Nina van Rensburg

Director Laurens van Rensburg

DOP: Luke van Rensburg

Producer: Saskia Finlayson

Music: The Racer by Tristan Barton

Post-Production: 7 Films

Category: Beauty & Health , Skin care

Genre: People