#ShowUs is the latest Dove campaign that aims to change the image of women in advertising.
Dove has known how to find his own path in the field of advertising. It was around 2013 that he started with a simple and powerful campaign with “Real Women”. This campaign took deep and turned the real beauty into a powerful insight that revolutionized the “Beauty Branding”.
The Dove advertising campaigns that followed knew how to find their own storytelling to identify with their target audience. “Real Beauty Sketches”, “Legacy” o “Love your Curls” are some of the projects that the Unilever brand has made in this line.
Now they come back with #ShowUs; Dove’s latest campaign to reclaim the role of ordinary women in advertising for women. And is that 70% of women do not feel identified with the image that is given of them in advertising. #ShowUs is an initiative that wants to break with the stereotypes of beauty by showing those “real” women and not what others think they should be.
To give more strength to the campaign, it has joined the image bank Getty Images. Together they have created a series of photographs of women that reflects the existing diversity.
Via | Criatura Creativa