Dove Publicidad en TV y cine It Has To Be My Way Ogilvy & Mather Shanghai

It Has To Be My Way

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Sector Hair Care (en)
Media Publicidad en TV y cine
Mercado China
Agencia Ogilvy & Mather Shanghai
Creative Director Graham Fink, Kenneth Kuan
Art Director Chua Xiulu
Agencia de production MT Media
Publicado enero 2017

Creditos y descripciones

Dove Hair China this week launched its newest online campaign, ‘My Hair: It Has to Be My Way.’ Featuring a variety of women of differing ages and echoing Dove’s ‘Real Beauty by Real Women’ brand ethos, the campaign aims to encourage women in China to stay true to themselves by revealing their individuality through their choice of hairstyle. Hair offers unlimited possibilities for women to reveal their inner selves. In China, however, unusual hairstyles are discouraged with women often experiencing strong social pressure to conform with their peers. Based on this insight, Ogilvy & Mather Shanghai developed a digital campaign consisting of an online movie, social media assets and follow-up videos from real Chinese women telling their unique hairstyle stories. Whether long black hair or curly blonde, brightly coloured or wavy, a pixie cut or delicately fashionable, the important thing is, “It has to be my way.”
Media: TV
Category: Cosmetics & toiletries
Client: Dove
Agency: Ogilvy & Mather Shanghai
Production: MT Media
Country: China
Creative Director: graham fink
Creative Director: Kenneth Kuan
Copywriter: Zoe Young
Art Director: Xiulu Chua
Producer: Yen Yen
Producer: Eric Lai
Planners: Hilda Sadang, Evie Zhao
Account Management: Marina Biglione, Zane Goh, Doris Du