Dove 20 Jahre #RealBeauty
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Public Relations
Details
Twenty years ago, Dove launched the #RealBeauty campaign to show what true beauty looks like – a movement that portrays women authentically in the media and remains visible today with the "No Digital Alteration" watermark. To mark the 20th anniversary, Dove conducted the most comprehensive global study on beauty standards to date – for the first time, including surveys with men and boys. The 2024 "The Real State of Beauty: A Global Report" reveals that despite some positive changes, the journey toward more realistic beauty standards is still long.
The Jury‘s Statement
Dove is a brand that has consistently championed authentic and diverse beauty ideals for two decades. With the project marking the 20th anniversary of the “Real Beauty” campaign, the brand effectively addresses current societal challenges such as AI-generated content and its impact on beauty standards. Through comprehensive research, creative communication measures, and a clear stance, Dove delivers a powerful statement for transparency and diversity. This strategically thoughtful and visually impressive work stands out for its relevance and sustainability.
