Inner Critic & Friends

How we'd explain it to our mothers

Dove commissioned us to find insights into what women really think about their bodies. Our objective was to deliver this in a creative and compelling way that would resonate with Dove’s target audience.

Behaviour change

Women feel inspired by Dove’s beauty philosophy and develop a deeper connection with the brand.

The path to change

Across London and in nine different languages, we recorded a series of vox-pops with over 200 women.

How we did it

From the vox pops we created two short films. We based these around two lines of questioning. The “Inner Critic” asked women what they disliked about themselves (an easy answer for most), and then what they liked (they got stuck here). The second “Friends”, involved asking groups of women what they liked about their bodies (which was hard) and what they liked about their friend’s (which was easy). The answers we recorded made for honest and uplifting films showing Dove really understand women.

And?

Virals haven’t been seeded yet.

Show me?

Once seeded these will be available freely over the web.