We teamed up with Shonda Rhimes for the launch of Real Beauty Productions, a new type of production studio designed to increase diverse beauty representation on screens, big and small, as part of Dove’s 60th anniversary. The 100% female-run company continues to serve as a platform designed to bring real women’s stories to life, redefining beauty in bold new ways. Academy award nominated and Primetime Emmy winning director, Liz Garbus joined us on our journey to tell stories selected from the thousands of entries.
Case study
The production venture and platform was announced live on Dove’s social platforms, encouraging and inspiring women to share stories of empowerment and their definition of #RealBeauty.
The first film, entitled “Meet Cathleen,” shares the story of Cathleen Meredith, the founder of an online phenomenon Fat Girls Dance. Cathleen’s story delivers the powerful message that #RealBeauty is not only seen, you can also find it within yourself. The short film quickly took off, with more than 2 million views within the first three days.
To wrap it up, a 60 second TV spot was aired during the Emmys to celebrate female storytelling.
With over 4,000+ submissions by real women, 3.3+ billion earned media impressions nationwide, and more than 26.6MM views, the production venture proved a success. It was named Youtube’s “Best in Class long form content” and featured women who didn’t fit the mold of stereotypical beauty as usually seen in ads, which resonated with Millennial women and increased brand favorability.
Agency: Razorfish NY
Production Creative Director: Shonda Rhimes
Director: Liz Garbus
Roles: Sr. Copywriter, Sr. Video Editor
Awards:
2018 Cannes Lions Glass – The Lion for Change – Shortlist
2018 Clio Awards – Bronze – Cause Related
2018 Webby Awards – Best Launch Nominee, Integrated Campaigns Nominee
2018 Telly Awards – Gold Telly Winner
Featured:
A few coverage spotlights include: Bustle, Marie Claire, NY Mag/The Cut, People, AdWeek, Ad Age , Mashable, and Creativity.
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