CLIENT
Unilever
Berengere Loubatier, Global Brand Director, Unilever
AGENCY
Ogilvy & Mather Shanghai *Lead Agency
Juggi Ramakrishnan, Executive Creative Director, Ogilvy & Mather
Kenneth Kuan, Regional Creative Director, Ogilvy & Mather
Xiulu Chua, Art Director, Ogilvy & Mather
Zoe Young, Copy Writer, Ogilvy & Mather
Eric Lai, Head of TV, Ogilvy & Mather
Marina Biglione, Business Director, Ogilvy & Mather
Doris Du, Account Manager, Ogilvy & Mather
Hilda Sadang, Planning Partner, Ogilvy & Mather
Evie Zhao, Strategic Planner, Ogilvy & Mather
Genudite Marketing Communication
SUMMARY
Dove is about beauty diversity. Women globally connect this to looks and body shape. We applied the real beauty philosophy to haircare in China. It has never been done before in the Dove world. The results drove the vital e-commerce channel, brand affinity and brand perceptions. Chinese Millennials are raised in an educational climate that views cutting-edge hairstyles as a “negative social influence”. Dove applauded the individuals who broke out of “hair stereotypes”, celebrating them for expressing their individuality in a nation that doesn’t always applaud this trait.
