CR Blog

Forensic artist challenges Dove women's self-perception

Advertising, Digital, Illustration

Posted by Anna Richardson Taylor, 17 April 2013, 10:00    Permalink    Comments (7)

Dove and Ogilvy Brazil have hired a forensic artist to show the difference in how women see themselves and how they are perceived by others. As part of its ongoing 'Campaign for Real Beauty', which has seen Dove pull off various high-profile stunts to celebrate the natural beauty of 'real women', the beauty brand invited women to be sketched by Gil Zamora, an FBI-trained forensic artist.

Without seeing the women, Zamora used only their own descriptions, and his forensic training to piece together a detailed portrait. He then illustrated another portrait, but going on the descriptions of random strangers who spent a limited time chatting to the women.

The results certainly have an impact, with both portraits clearly representing the woman sitting - but the own description in most cases far more unforgiving and unflattering than the one by the stranger.

Among the accompanying videos is a brief documentary that tells the story of the experiment, and an interesting little insight from Zamora on how he applied his forensic technique to the campaign (see below).

There are already a few detractors on the Real Beauty Sketches website questioning Dove's selection of women in the first place, for example. And it's not clear how many women were sketched overall. But the campaign nonetheless manages to use an innovative idea to bring its core message across with instant effect.

Agency: Ogilvy & Mather Brazil
Chief creative 0fficer: Anselmo Ramos
Executive creative director: Roberto Fernandez /Paco Conde
AD: Diego Machado
CW: Hugo Veiga
Sketch Artist: Gil Zamora
Producer: Veronica Beach

Production Company: Paranoid US
Director: John X Carey


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Simply clever and inspiring. A 10. It applies to all, not only women.
eduard Xandri
2013-04-18 09:25:51

My inner cynic is saying there's no way the descriptions would be that accurate, so there's a bit of doctoring going on. And do they really need to lay on so X-Factor-style piano'n'tears? When did Dove go from being ballsy and faaabulous, to quivering and blubby?

It's a nifty/shareable/viral idea though, at least a counterpoint to Kardashian Kulture.
Gorgeous Male
2013-04-18 10:45:14

I'd like to see photographs of the women next to the two sketches, to complete the story.
Tony McSweeney
2013-04-18 15:49:51

My inner cynic thinks 'just another ad' selling me product, BUT at least here, women aren't objectified sexually or that we're being told we need a billion chemicals/substances that no one can pronounce, let alone know what they actually are to make me look 'more youthful', or 'visibly reduce the signs of ageing'. Marketing has got a little more clever. Nice concept - its good to love yourself and speak positively about yourself, yes... Roll out - so over thought and over executed - too thick with cheese Dove.
christey joh
2013-04-19 01:25:56

Love this ad campaign.

I would like to see it done on Men as well. I wonder how it would change? Haha.

I could imagine the guy they imagine they are is gorgeous and the reality... not so much.


- Ry

Stealth Interactive Edmonton
Stealth Interactive
2013-04-24 07:50:11

Hiding behind the skill of Gil Zamora, the advert is working on people's fears and insecurities to promote the Dove brand - is this ethical? I think it also depends on the individual - there will be those who have self confidence and will see themselves as beautiful.
2013-04-25 11:39:15

would like to see it done on Men as well. I wonder how it would change? Haha.

I could imagine the guy they imagine they are is gorgeous and the reality... not so much.
Red Cherry Inc
2014-11-24 19:11:05

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