An Empowering Mobile Campaign

Posted by on Dec 23, 2013 in Journal, Pitch, Presentation | No Comments

Dove is launching a campaign that is intended to help young women have a positive sense of self esteem. The campaign will kickoff at Sundance where Dove will showcase a documentary around “Real Beauty” and then have a large media campaign around #BeautyIs driving traffic to a YouTube channel that will include a social feed gadget where users will upload what beauty is to them either through text submission or image.

They need a mobile component and I presented these three interstitial ideas.

Beauty Is… Everywhere

The animation opens with an image of a young woman with a one word answer to the question: Beauty is _______? The User is then lead through a series of images of diverse women with accompanying answers and concluding with encouraging message for the User to see the beauty around them. The User then uploads with text or photo, what they think beauty is which shows up on the Twitter page.

everywhere1-2Click image to enlarge

Mothers & Daughters

The animation opens with a touching image of a mother and her infant daughter. The User is lead through a series of images of mothers and daughters and is asked to contemplate the question while subsequently being made aware of the responsibility mothers have to the self esteem of their daughter. The animation starts with toddlers and concludes with an image of a pre-teen. The User then uploads with text or photo, what they think beauty is which shows up on the Twitter page.

M&DClick image to enlarge

Simple Self Esteem

Animation opens with an image of an exuberant early teen girl running on the beach suggesting a healthy self esteem. Then the User is asked the question which directs them to upload with text or photo, what they think beauty is. Their answer shows up on the Twitter page.

grl_beachClick image to enlarge

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