| Title | Image Hack Case Study |
| Brief | What is a beautiful woman? Most advertising would lead you to believe that she is an object and that her beauty is unattainable. For a dose of reality, Dove hacked the industry from the inside and worked with five award winning photographers to capture real beauty. They uploaded photos to the largest stock image site in the world, tagged as “beautiful women”. Soon, search results for “beautiful woman” produced a more balanced representation of beauty. As the trend caught on, photographers contributed their own images. Dove ran ads, challenging agencies and brands to participate in redefining beauty. |
| Agency | Mindshare Denmark |
| Campaign | Image_Hack Case Study |
| Advertiser | Unilever |
| Brand | Dove |
| Date of First Broadcast/Publication | 2017 / 4 |
| Business Sector | Cosmetics, Beauty Products & Perfumes |
| Story | As an industry we play a part in gender presentations in the media. When we use images that doesn’t reflect society, images that portraits women as objects, we dictate unrealistic ideas. We wanted to change the way advertisers portraits women in their advertising. So to help advertisers change their ways, we created tool to do so. On stock-sites, where most agencies purchase the images, we manipulated the search results, by uploading images of strong and confident women in the non-stereotypical scenes |
| Media Type | Web Film |
| Length | |
| Creative Director | Kenneth Kaadtmann |
| Client Director | Michael Hansen |
| Copywriter | Anne Ingevold |
| Copywriter | Kenneth Kaadtmann |
| Art Director | Sune Overby |
| Digital Design | Andreas Berglund |
| Social Director | Mette Bacher |
| Media Buy | Henrik Welling |
| Photographer | Atli Thor |
| Photographer | Magnus Ekstrøm |
| Photographer | Anders Fauerby |
| Photographer | Irfaan Khan |