REAL BEAUTY ID

Short List
TitleREAL BEAUTY ID
ClientDOVE/UNILEVER JAPAN
Product/ServicePERSONAL CARE
CategoryB12. Corporate Social Responsibility (CSR) / Corporate Image
EntrantADK Tokyo, JAPAN
Idea Creation ADK Tokyo, JAPAN

Brief Explanation

A survey conducted by Unilever indicated that only 7% of Japanese girls in their teens feel confident about their appearance. This is the lowest ratio in the world. Wanting to do something about this situation, total personal care brand Dove implemented a project to re-take student ID photos at Hiroo Gakuen, a high school in central Tokyo. In addition to taking the photos, a surprise was prepared in which each student watched a video with comments from her classmates before the photo session. Made newly aware of their own attractive features, the students took part in the photo session with feelings of confidence and self-esteem. Their expressions were vibrant, and the new student ID cards revealed the charm and personality of each young woman. (Student IDs produced during this project were actually used by the students until graduation day.)

Credits

Name Company Position
Atsushi Matsumoto ADK Creative Director/Copy Writer
TAKAYUKI YAMADA ADK Planner
MAI SATO ADK Copy Writer
Satoshi Otsuka ADK PR Director
DAISUKE HIRATA Tohoku Shinsha Director
TAKASHI ASO Tohoku Shinsha Producer
SATOSHI KIKUCHI Tohoku Shinsha Production Manager
TAKUYA OOMURA Tohoku Shinsha Production Manager
TOMOAKI OGURA independent Photographer
SEIGO TAKEUCHI NA Lighting Director
AYANA FUKUOMRI NA Sound Operator
Akiko Miyamoto ADK Account Director
Links
Video URL