Advertising | Ambient
Unilever, Dove Pro-Age
Body & Soul
In a society that worships youth, can women be encouraged to embrace 'pro-aging'? This was the challenge faced by Dove when launching its Pro-Age range.
Armed with an insight (that the media tends to write women off - just when they've reached their peak), the agency developed Body & Soul, a full-length original play, featuring thirteen real women.
The script aimed to challenge, inspire and smash stereotypes of age - which it did with spectacular results. There were standing ovations - and shows sold out.
What's more, there were more than 90,000 visits to www.doveplay.ca and there's even a documentary of the play in the pipeline.
Overall, Dove was very happy, having proved that women can be beautiful at any age.