Dove and the creative team at Edelman flip the concept of “ageism” on its head in this new campaign as the brand approaches the 67th anniversary of its iconic Beauty Bar. The “Beauty Never Gets Old” campaign blends purpose with product in creative that cheekily leans into the misguided perception of the Beauty Bar as “a product for your grandmother.”
Directed by Reed Morano via production company Caviar, this hero film showcases 10 powerhouse women who have been lifelong beauty-bar users, celebrating the essence of undying beauty with aging.
Credits
Client Unilever Brand Dove Agency Edelman Judy John, global chief creative officer; Andrew Simon, global creative director; Megan Skelly, EVP, executive creative director; Spike Logan, VP, creative director; Cassandra Shuber, Daniela Marino, associate creative directors; Kim Jose, EVP, group executive producer; Kate Forlenza, SVP, executive producer; Samantha Waite, producer; Lauren Rosas, VP, strategy director; Emily Greener, SVP, strategy director; Melle Hock, chief strategy officer. Production Company Caviar Reed Morano, director; Ellie Hemsley, photographer; Sean Bobbitt, DP; Tova Dann, Nisha Mullea, exec producers; Cat Craven Griffiths, head of production; Jude Vermeulen, producer; Sachin Chande, production manager; Richard Graysmark, 1st AD; Alexa Daly, Jenny Wells, production designers; Suzanne Cave, wardrobe stylist; Poppy France, hair & makeup artist. Editorial Cosmo Street Mark Potter, Lauren Piche, editors; Mikel Monleon, Flame artist; Maura Woodward, exec producer; Anne Lai, head of production; Will Hosida, finishing producer. Color Company 3 Tim Masick, colorist; Dana Villarreal, exec producer; Matt Smith, producer. Casting Real People Casting Lizzie Knowles, casting producer. Music Big Sync Music Breanna McFarlane, music supervisor; Won Cha, music coordinator. Media Company Mindshare Influencer Obvious.ly
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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