Client: Dove (Unilever)
Goal: to push the product to the market, explaining to Russian men that Dove is their brand as well
Idea: Dovemen speaks a common language with men. The same man's language.
Solution: Dovemen compiles "The Man’s Dictionary", that contains all the notions relevant to men, defined from a man's point of view.
The Man’s Dictionary is based on dovemen.ru. The authors of the first definitions are famous Russian opinion leaders. Video-definitions to some words are given by famous comedy gang "Kvartet I", who produced and starred in a popular Russian movie "What men talk about". EACH USER can add his own definition to the dictionary.