Commentary
Ryan iDirect - Unilever/Dove, " Dove Reality Diaries"
- by August 25, 2008
Unilever/Dove, " Dove Reality Diaries"
http://www.doverealitydiaries.com
Finalist Retail/Consumer Products and Services
Ryan iDirect: Jennifer Miller, vice president, creative director; Brady Coffey, senior copywriter; Yvonne Grabowski, senior art director; Rob Gainer, director of technology; Jeff DePascale, senior Flash developer; Chris Harris, vice president, account director; Stephanie Smith, senior account manager. Dove: Jennifer Mandler, senior masterbrand marketing manager; Jennifer Maurer, associate marketing manager.
In recent years, dove has grabbed more than a few headlines (and Oprah's endorsement, second only to God's) for promoting a positive body
image for women. And now it's cast its eyes on young women, of whom it found more than 90 percent want to change at least one aspect of their physical appearance. Thus was born
doverealitydiaries.com, which chronicles the lives of four girls grappling with different self-esteem problems (and the girls are real, mind you, not models). From blogs to message boards to
weekly video diaries and a desktop widget, the campaign is less about Dove products than it is about the message Dove wants to convey. You go, girls, indeed.
