Dove Reborn – Put Pleasure First

Changes towards gender equality are happening in many fields in China, but film industry seems to be lagging behind – it is still largely dominated by men, and very few women have the opportunity to participate, even if they are just as talented and passionate as their male counterparts. With an all-female crew film under the theme “put pleasure first”, Dove used its action to create opportunities for women in the film industry to pursue what they love, used their story of pursuing pleasure to inspire more people, and followed up by setting up a female filmmaker award to recognize talented women in the future. This campaign successfully refreshed Dove‘s outdated brand image, making it modern, progressive and relevant with the consumers. As a result, both penetration and sales saw exciting turnaround after long period of decline.