Browse ads: Automotive- Alcoholic beverages- Clothing- Cosmetics- Entertainment- Food- Travel- Telecommunications- More...
Web Film

Dove: Occasion, Documentary

Embed Video
Dove, the biggest chocolate brand of Mars in China has launched a new campaign, led by BBDO Shanghai. As a brand that has championed consumers to “Put Pleasure First”, Dove saw a new opportunity to drive top of mind awareness and a new consumption occasion, by targeting an area where pleasure is too often forgotten – in the workplace. With a background of 996 (9am to 9pm, 6 days a week) and an all-time high rate of workplace dissatisfaction among young office workers, the challenge was to remind people about Dove’s Pleasure First attitude when they are at work. Unlike previous campaigns that have employed ASMR or oddly satisfying techniques, the entire campaign was produced in close collaboration with celebrated neuroscientist, Paul Zak, a Professor at Claremont Graduate University. This process involved expert consultation at the storyboard and planning stage, through to the use of Immersion neurological response testing to make iterative choices for the final two films. The stories were set against two low emotions– disappointment and stress in the workplace. Dove’s brand ambassador, Zhou Dongyu, finds herself in these occasions, but rather than let them get her down, she playfully decides to create an “oddly pleasurable” video out of the things that made her disappointed or stressed. On social media, a behind-the-scenes documentary was released, chronicling the making of the whole ideation, production and neuro testing process; On Douyin, a re-edited Zhou Dongyu film was released to encourage consumers to experience the oddly pleasurable created content; On Weibo and Douyin, Dove together with influencers released more oddly pleasurable videos that leverage the actual chocolate product, and encouraged consumers to create their own oddly pleasurable videos. Besides, Dove also collaborated with a range of TV dramas, building strong linkage with the workplace occasion. The brand experience is completed by a series of special packs featuring five different taglines that express pleasure attitudes towards low emotions at work, giving shoppers instant encouraging messages to have a piece of Dove and put their pleasure first.

Gold sponsors

The Best Ad Jobs

Retrieving latest jobs

Visit Campaign Brief for Australian creative
advertising news