Campaign for real beauty.

In 2004, Dove set out to challenge the world of beauty advertising – and, in so doing, challenged the portrayal of women throughout advertising and beyond. The idea of a beauty product featuring realistic women had been bandied around in advertising for many years, but no one would break the convention until Dove was brave enough to run these posters. It was rewarded with a 700% uplift in sales and, perhaps more importantly, a huge brand platform that has yielded fantastic creative work and a very clear place in consumers’ hearts.