"Imagine a world where beauty is a source of confidence, not anxiety."
In Dove's latest campaign, women describe themselves to an artist who then proceeds to sketch them. The artist then listens to strangers describe the same women and sketches their drawings. The end result is two sketches that speak volumes about self-criticism and how women see themselves. It's a simple project stripped from the bells and whistles and sends a clear message that hits the core of Dove's mission statement.
Dove does a wonderful job at championing a bigger idea rather than the simple ask for purchasing products. From its commercials to its website, the brand places emphasis on celebrating female empowerment and finding self-confidence.
The "Dove Real Women Sketches" video was uploaded in mid-April and, as of today, reached over 25 million views. The video's message resonates to a larger audience because it focuses on bigger ideas, which makes it instantly sharable. It even sparked a humorous male-centric parody.
In the case of Dove's latest YouTube sensation, selling products was secondary to its overall goal to inspire women. Sometimes the loudest brand messaging is not when the brand is talking about its products but about its beliefs.