BODY LANGUAGE by Ogilvy & Mather London for Dove

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BODY LANGUAGE

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Industry Skin Care, Hygiene & Personal Care Products
Media Design & Branding
Market United Kingdom
Agency Ogilvy & Mather London
Director Pawel K
Executive Creative Director Gerry Human
Creative Director Ivan Pols, Martin Buckwell
Designer Jenny Lo
Producer Alison Cummins
Editor Pete King
Released April 2011

Credits & Description

Category: Online Digital Design
Advertiser: UNILEVER
Product/Service: HAND & BODY LOTION
Agency: OGILVY & MATHER ADVERTISING LONDON
Date of First Appearance: Apr 29 2011
Entrant Company: OGILVY & MATHER ADVERTISING LONDON, UNITED KINGDOM
Entry URL: http://www.bodylanguagetool.com/design/
Executive Creative Director: Gerry Human (Ogilvy & Mather)
Creative Director: Ivan Pols (Ogilvy & Mather)
Creative Director: Martin Buckwell (Ogilvy One)
Senior Copywriter: Rtuh Jamieson (Ogilvy One)
Senior Art Director: Rod Broomfield (Ogilvy One)
Global Business Director: David Dahan (Ogilvy & Mather)
Planning Partner: Polly Evelegh (Ogilvy & Mather)
Global Digital Strategy: Giles Rhys Jones (Ogilvy & Mather)
Global Account Director: Anchie Contractor (Ogilvy & Mather)
Senior Digital Producer: Michael Ozard (Ogilvy One)
Global Account Manager: Emilie Holmes (Ogilvy & Mather)
Producer: Alison Cummins (Ogilvy & Mather)
Director: Pawel K
Production House: Mad Cow Films
Editor: Pete King
Technical Lead: Wesley Swanepoel (Ogilvy One)
Senior Developer: Sean Lailvaux (Ogilvy One)
Designer: Jenny Lo (Ogilvy One)
Media placement: Facebook App - Facebook - 29th April 2011

Describe the brief from the client
The brief was to create a relevant, engaging Facebook experience for the target market (women 30+) as part of a larger campaign for Dove Body Lotion. Dove is defined by Real Women, so whatever we did had to be By Real Women.

Describe the challenges and key objectives
Our target market prefer small, granular pieces of information that they can share with their friends. Whatever we did needed to be simple, fun, social and still deeply linked to the campaign idea of "a whole new body language". The video typography was a challenge, not only to achieve good type design, but keep the personality and happiness of the real women who create our messages.

Describe how you arrived at the final design
We arrived at the final solution by playing with the idea of body language. What if you could say something in body language? And then send that message to your friend, post it on their wall, share it on twitter, and then they can reply? It's a simple, fun solution that women can play with and is fascinating to watch. We then worked with a director, choreographer and 6 real women to bring the full alphabet, numbers and
punctuation to life for Facebook.

Give some indication of how successful the outcome was in the market
Where the Body Language Tool has been launched, we have seen a 400% increase in visitors to their Dove Skin Facebook presence. 46% of those who create a message share it with a friend, increasing the reach of the campaign.