Title | A NON-EDITED PHOTO |
Brand | DOVE |
Product / Service | DOVE |
Category | G04. Social Behaviour |
Entrant | FORSMAN & BODENFORS Shanghai, CHINA |
Idea Creation | FORSMAN & BODENFORS Shanghai, CHINA |
Production | CENTRAL STUDIOS Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Jeffrey Chow | Forsman & Bodenfors | Production management |
Douglas Lin | Forsman & Bodenfors | Strategic Planning and client management |
Sherry Shi | Forsman & Bodenfors | Creative idea develop and evaluate and copy writing |
Sue Su | Forsman & Bodenfors | Strategic Planning |
Yangwei Wu | Forsman & Bodenfors | Creative idea/visual develop and evaluate |
Bella Zhao | Forsman & Bodenfors | Project management and client management |
We interviewed everyday women in China and recorded their real daily behaviors when taking and posting “selfies”. Through real conversations we learned their stories, and the pressures of modern appearances anxiety. We then discovered a “special” non-edit photo - something which captures their real beauty and helped remind them that digital distortion isn’t required to showcase their unique beauty and confidence. The unscripted and authentic real emotional reactions, encouraged them to demonstrate their own uniqueness, with Dove’s real beauty spirit, this time without any retouching or filters.
The increasing pressure caused by social media and the desire to look “perfect” is having an adverse, unhealthy psychological effects for young women globally. The ritualistic steps women are unconsciously adopting to idealize a “selfie”; from the face shape, styling, camera angles, and lighting - in the pursuit of “beauty” that has become indistinguishable. This has created a discontent built upon layers of self-consciousness and insecurity whenever we take pictures because we’ve lost the basic confidence in the way we look.