In October 2012, I participated in a two-week workshop organized by Dove and London-based Nous that gathered 36 recent graduates from the top design schools in New York City to pitch 12 new ideas to Dove. Jurors from several industries and several from the Dove global marketing team in London were brought in on the last day to select the top ideas to be implemented by Dove in the coming year.
Our pitch is a multi-platform campaign that encourages women to celebrate age by celebrating their birthdays with Dove. Based on the notion that most women get to a point in their lives when they start dreading their birthdays, we wanted to reverse the perception and encourage age to be measured by accomplishment, experience and beauty.
The campaign launches with a series of ads, a social media campaign, a mobile app, and eventually a limited edition Dove product. Our idea won 1st runner up among 12 groups- so check out the results below!