Creative Director: Tien Vo
Associate Creative Director: Nguyen Hoang Vu
Copywriter: Chau Hieu Hoa
Art Director: Huynh Thanh Tam
Planner: Ngoc Ha Pham
Account: Parfum Nguyen, Thao Nhi Nguyen
Background: For years, Dove had been fighting inequality when it came to beauty perception across different races, ages, shapes and sizes. Still, there was one aspect of inequality we hadn’t touched upon, the unequal care for one’s facial skin versus body skin. Specifically, Vietnamese women tended to invest much more effort to nourish the former because they believed their faces told the world much more about them than their bodies did.
Creative approach: We helped Vietnamese women realize their unique body skin had been accompanying them through significant life moments and therefore, deserved more care. First, we published emotional stories of real women giving appreciation to their body skin as a companion through thick and thin. Then, we encouraged consumers to share their own skin stories in order to receive a customized song, poem, or illustration from one of our collaborating artists, all in real-time. Because no matter how imperfect, every skin is a masterpiece.
Case Study Video
Selected Artworks
1. Illustration
2. Poetry
3. Music
