Change the perspectives - Real Beauty Beats (Dove)

In general, all the different campaigns focuses on the product they have to promote. But what does an unique campaign is its originality. So all the different marketing managers have to open their minds and discover and find new perspectives. It's what Dove did! Watch the video!

Dove promotes "Real Beauty Beats", the institutional communication created by the Portuguese division of the company. The starting point is the decade-long campaign Dove Real Beauty, of which this new "chapter" captures the attention thanks to the new perspective proposed by the brand: for the first time, is that of men.

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The different advertisements of the brand are famous all over the world and this one is a great revolution, because for the first time it's not about women, but men.

Consistent and solid, the commercial communication of Dove has always been addressed to women, telling them about the importance to accept themselves as unique and original humans. Now back to do so by opting for an important turning narrative: telling women through the words of men.

The short film creators involved several men, asking them to describe the different faces of beautiful women screened in front of their eyes, while a special unit was monitoring the changes in their heart rate and, therefore, the emotion experienced by them. Excerpts of these interviews parade so one after the other, until the participants are shown a picture of their mothers, sisters, their girlfriends and daughters. And the beats go up. The picture is very dark, the presence in the background of a music mixed with the beat of the piano, the slow assembly: all combine to create an intimate and profound atmosphere, to talk to the hearts of women and their insecurities.

It's a perfect example that witnesses the importance of changing the perspectives, the main point of view. Why? Because if we learn to think different, to open our mind, we could discover new aspects of life in general and , talking about marketing, new channels and new ways to communicate the value of the product to customers.

In this case, taking the point of view of men, Dove changed completely the way to convey the message about real beauty. The brand created fantastic campaigns in the past to sensibilize women about their beauty. But, as women know, they are more confident and secure if there are others who tell them this. And Dove understood this need and demonstrated that beauty people who love us see is completely different from tha traditional concept of the perfect beauty. Very touching and instructive!

What do you think?