Washing your face after a night of celebrations is as important a part of your beauty and care routine as getting ready to go out. In dove They are aware of this, as well as the role that their iconic bar of soap plays in the process, and they have made this clear in their new advertising campaign, launched precisely on New Year’s Day.
Under the title “Unready for Anything”, devised by the creative agency’s UK and New York teams Ogilvy, The brand highlights its Beauty Bar soap as the iconic product to end party nights and presents it as a comforting ally to go from celebration to serenity and comfort, no matter what the occasion.
The campaign is based on pieces of outdoor advertising which have been activated in locations such as Times Square in New York or Leicester Square and Carnaby Street in London, as well as on digital channels and social networks, following a media strategy drawn up by Mindshare.
The graphics show the emblematic Dove soap bar between foam and remains of serpentine and colors, evidencing its use after a celebration. The photographs have been taken by photographer Sandro Miller, and the first of them shows the Unilever brand product among gold confetti and ribbons, as well as a “New” sticker, which reflects New Year’s Eve.
“Unready for Anything” will be developed throughout the year, as noted by Ogilvy, and will highlight Dove soap in other noted quotes, such as Mardi Gras, Carnival, St. Patrick’s Day or Pride. The intention is for each image to tell a story of celebration and convey the joy of the holiday, as well as the comfort of getting rid of makeup, paint and decorations after the celebration.
“Dove has always been dedicated to celebrating real beauty and real moments. ‘Unready for Anything’ connects with the simple joy of relaxing after a special moment, big or small“; commented Mele Melero, Director of Growth for Dove Personal Care North America and Dove Masterbrand, according to Little Black Book. “It’s about that comforting feeling of washing off and leaving the day behind with Dove Beauty Bar, a moment of self-care and reflection after a day or night well spent.“.
“This campaign is not just about cleanliness; It’s about capturing the joyful reality of life in all its vibrant, unfiltered beauty. We are finding beauty in those ‘unprepared’ moments, showing the remains of the celebration (the glitter, the confetti, the faded colors) as a testimony of fully lived experiences“said Camilla Clerke, Global Executive Creative Director of Unilever at Ogilvy.
