Sarah Wood

The brief
To continue the story of Dove Masterbrand’s film ‘Choose Beautiful’ into a digital space, helping even more women make the beautiful choice, online.

The solution
An interactive endframe for the film, driving viewers to a tumblr full of content encouraging them to ‘Choose Beautiful’ digitally. Crew interviews, interviews with the women in the film, GIFs, separately shot ‘Mindfulness’ content with Dove’s self-esteem experts, and masses of UGC helped over 400,000 more women to ‘Choose Beautiful’ for themselves. This was the first time Dove Masterbrand had ever considered extending its iconic self-esteem films further than a passively watched film and into an actively engaging digital conversation. The results mean that this type of activity is now standard supporting activity for these films. The piece won a Silver and Bronze PR Lion at Cannes 2015 and was shortlisted for Creative Innovation.