After creating one of the most viral and successful campaigns, Real Beauty Sketches, Dove strikes again with a new short film that explores the most important trend of the past year: the selfie. The selfie was such a common thing among internet users that the Oxford Dictionaries declared the word of the year for 2013. It seemed only too natural that Dove would find creative ground in the selfie, which is ultimately the modern way of expressing our selves. How did Dove go about exploring the selfie?
Dove and the Selfie
At the backbone of the campaign lies extensive research conducted by Dove, research which revealed the fact that 63 % of women believe that social media is influencing the concept of beauty even more than films, TV shows or the music industry. The short film was directed by documentary maker Cynthia Wade who says : “The way women are defining beauty today is changing dramatically, and social media has much to do with the change. Now, we have the ability to photograph the beauty we see in our friends and ourselves. When we share these diverse images on our social networks, we are taking personal ownership and truly redefining beauty.”
This time, Dove undertakes a new social experiment with the selfie, by asking women to take a honest selfie, not the kind that we spend hours to re-take until we look our best, and convince their mothers to take a selfie as well. Cynthia Wade skilfully weaves together the stories of several girls, who honestly admit to adopting the same insecurities their mothers felt. Getting together to create a new type of selfie is a celebration of their unique beauty- featuring what they see as their most undesirable physical features.
On their journey to redefine the concept of beauty, Dove helps women everywhere to see their unique features and enjoy them. Selfie was launched at Sundance Institute’s Women at Sundance in Utah and it marks the 10th anniversary of Dove’s “Campaign for Real Beauty”. What do you think of the latest installment of the campaign? Would you post a honest selfie on social media?
References: adweek.com, mashable.com, businessinsider.com