CLIENT
Mars Wrigley Confectionery
1. Bobo Chen - Strategic Cell Director - Dove
2. Amanda Xing - Portfolio Acceleration Director
3. Bobby Wang - Senior Marketing Manager
AGENCY
1. Arthur Tsang - Chief Creative Officer - China / Global Creative Lead (Team Mars)
2. Ariel Chen - Group Creative Director
3. Cheer Xie - Digital Creative Director
4. Lylah Juinio - Managing Director & Global Hub Lead for Mars
5. Grace Liu - Account Manager
6. Harry Chen - Planning Director
SUMMARY
Dove, China’s biggest chocolate brand that has been loved for over three decades, is facing a problem. As consumers becoming more sophisticated, Dove is increasingly seen as old and irrelevant, leading to penetration and sales decline. With an all-female crew film under the theme “put pleasure first”, Dove took a stance against gender inequality in the film industry, not only with its voice, but also action. The campaign started a social discussion, successfully gave Dove a modern and progressive brand image, and delivered exciting business growth.
