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Dove: Purpose

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Dove is breaking down societal norms one underarm at a time with their recent body positive campaign 'Purpose'. Stereotypical beauty for women is often hairless, airbrushed and unattainable. 'Everyone is normal and everyone is different' is the phrase that drives this spot as it features a variety of underarms with pigmentation to tattoos to glitter! Ultimately, the important message that Dove is putting forward is less focused what meets aesthetic beauty standards but instead features happy and confident women. This campaign is refreshing in its approach to mainstream beauty advertising, paving the way for more diversity. The film was directed by Cavair's Amsterdam-based Lisette Donkersloot and edited by MSE's Laura Cairney-Keize with creative from Ogilvy.
Credits Other credits

Strategist: Yolanda Davis

Edit Company: Marshall Street Editors

Editor: Laura Cairney-Keize

Post Production Company: The Mill

Colourist: Thomas Mangham

Producer: James Yeo

Sound Company: Factory

Producer: Jack Hallett

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