Ogilvy: Dove’s Get Unready

While Dove's Beauty Bar is widely recognised, its potential as a gentle and effective facial cleanser, thanks to its 25% moisturising cream, was often overlooked. In a market saturated with "Get Ready With Me" content, Dove needed to elevate the Beauty Bar, reinforcing its facial skincare benefits and cutting through the noise with a fresh, engaging approach.

Ogilvy flipped the script with a campaign that focused on the "morning after" moment, showcasing the Beauty Bar's role in removing makeup and impurities. By capturing the bar amidst the remnants of specific holidays and celebrations, the campaign subtly highlighted its gentle cleansing properties. Ogilvy prioritised authentic, practical photography, shooting the bar as a portrait, not just a product. This approach extended to social media, where influencers shared their own "Get Unready With Me" routines, demonstrating the Beauty Bar's effectiveness in removing makeup and leaving skin feeling soft and moisturised.

Generating 1.3 billion impressions, the campaign significantly expanded awareness of the Dove Beauty Bar's versatility, particularly its facial skincare benefits. The campaign's strength lies in its shift from aspiration to relatable reality in line with Dove’s Real Beauty brand platform, resonating on a personal level with consumers worldwide. From its New Year's Eve launch to ongoing activations around St. Patrick's Day, Holi, Carnaval, and beyond, "Get Unready" has proven its ability to authentically connect with diverse communities and cultural moments.