Dove - "Cinthia"

LOLA MullenLowe

LOLA MullenLowe Madrid, Spain

2934

This ad is part of the ACT Responsible Collection

Brand: Dove
Country: Spain

Advertiser: Unilever

Title	Cinthia
Agency	LOLA MullenLowe
Campaign	Real Virtual Beauty
Advertiser	Unilever
Brand	Dove
Date of First Broadcast/Publication	2022 / 9
Business Sector	Hygiene & Personal Care Products
Philosophy	Dove enters the world of gaming with the global launch of Real Virtual Beauty, a campaign by LOLA MullenLowe that challenges the representation of women in games, supported by allies across the industry including Epic Games’ Unreal Engine’s education team and Women in Games. The campaign was inspired by a new research study from Dove, in association with Women in Games, showing that 60% of girls and 62% of women feel misrepresented in games, with over one third of young girls' self-esteem being negatively impacted by the current lack of diversity across avatar characters Dove and LOLA MullenLowe created a series of avatars inspired by real women that portray a diverse mix of real beauty with each of them delivering a message to challenge why they are not being represented with the call to action, ‘Let’s make virtual beauty, real’. The launch of Real Virtual Beauty comes with a series of commitments and actions in partnership with Epic Games and Unreal Engine, like the Real Beauty in Games Training Programme that will help to broaden beauty representation and redefine how women and girls are symbolised in games. In parallel, Dove is equipping the next generation of creators and players with the tools to build self- esteem and body confidence through the launch of SuperU Story, the world’s first Roblox experience - in partnership with Toya. The campaign launched at the EGX gaming event in London and is supported by an outdoor and social targeted campaign.
Media Type	Digital
Length	20 seconds
Market	Argentina, United Kingdom
Advertising Manager	Alix Colin
Advertising Manager	Amalie Thompson
Advertising Manager	Edoardo Briola
Advertising Manager	Leandro Barreto
Advertising Manager	Sarah Potter
Advertising Manager	Lynsey Smith
Advertising Manager	Firdaous ElHonsali
Advertising Manager	Alessandro Manfredi
Executive Creative Director	Tomás Ostiglia
Managing Director	Tom Elliston
Creative Director	Jorge Zacher
Creative Director	Kevin Cabuli
Digital Creative Director	María García Campos
Art Director	Gines Gomez
Art Director	Pedro Mezzini
Copywriter	Joaquín Cuadrado
Copywriter	Kiki Holshuijsen
Copywriter	Borja López Marco
Copywriter	Augusto Callegari
Global Account Director	Bárbara de la Plaza
Global Account Director	Flora Bell
Head of Production	Felipe Calviño
Producer	Marina Saro
Producer	Jorge Saade
Planning	Juan Luis Fernández
Production Company	Tungsteno Films
Director	Pedro Maccarone
Executive Producer	José Bustos
3D Modeler	José Alberto Müller
Animation	Nicolás Requena
3D Artist	Maxi Falcone
Illustrator	Lucas Panda
Compositor	Pedro Maccarone
Art Director	Alvaro Ortega Bianchi
Stills Producer	José Bustos
Backstage & interviews	Tadeo Reyes-Alejandro Bejarano
Make-Up Artist	Pato Vrdoljak
Still photographer	Ivanna Mazza