2013 Winners & Shortlists

Results and Effectiveness

4.7+ million social media impressions 2.089+ million YouTube views 1 shattered stereotype

Creative Execution

We found over 300 men in Dubai and gave them the chance to show their loved ones how much they mean to them. We then selected 3 to share their message with the world. We set up the activation in cinemas across Dubai. Each man brought his wife, who didn’t know what was about to happen. Before the film started their husbands came on the screen, in front of the entire cinema they opened their hearts and thanked their loved ones for all they do for them and the joy they bring. The wives were stunned, the audience was amazed and after posting the film on YouTube over 2.1 million people saw that real men do care and they are not afraid to show it.

Insights, Strategy and the Idea

Dove is historically a female brand. It was launching it new male range called Dove Men+Care. The target audience are always portrayed as macho, manly men and in this region it is not usual for men to show their caring side in public. Our biggest challenge was getting over this stereotype and giving men the opportunity to show they care and are not afraid to show it. We found a surprising solution that helped launch Dove Men+Care, retaining the brands caring aspect and showed men of the middle east that it is good to show the world that men do care.