The campaign has a manifesto created by Zez Motta, on TV and a partnership between the brand and Grupo Meta
Dove launched the second stage of the “Dove Real Textures” campaign, focused on frizzy and curly hair.
The new piece was co-created by agencies Soko, Spark, Initiative and Gyps and features actress and singer Zez Motta, who presents the manifesto “Deixa o Cacho”. In addition, the funk singer Vanessa Apetitosa, responsible for the hit “Deixa Baixo”, was invited by the brand to produce a remix uniting the manifesto with her music.
The campaign started in October, with the launch of the line, through out of home and a film that was shown on open TV, bringing the questions that curly and curly women are tired of hearing in their daily lives.
Based on that, Soko, responsible for the creative concept, created a timeline of actions and messages that permeated throughout the semester and amplified the campaign’s concept. Spark, on the other hand, was responsible for carrying out a curatorship, in addition to developing the content strategy and curatorship of the squad of influencers that will support the campaign on social networks.
The new stage of the piece has a partnership with Grupo Meta and the brand will create a trend on Reels.
We are constantly looking for a greater connection between Dove and the consumer, and we understand the crucial role that Digital plays in this journey. With Meta, we are focused on working the platform’s language into assets co-created with influencers and creative agencies. Through the Reels format, we expect the campaign to be a success, said Paula Paiva, Digital and Media leader at Unilever.
Another bet of the brand is the partnership with influencer Paulianne, who will create content aimed specifically at digital platforms.
The campaign involves advertising films, printed media, online, out of home and other initiatives included in Soko’s plan.
