2013 Winners & Shortlists

The Campaign

Men in the Middle East are portrayed as hard, manly characters. It’s all fast cars, sweat and machismo. Dove is historically a female brand and is proud of its caring roots. Our challenge was to launch a male range of Dove products for men whilst maintaining this care positioning? We simply gave men the perfect opportunity to show their loved ones, and the world, that men of the Middle East are not afraid to show their caring side and that there is more to them than this macho stereotype. The idea 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. Results 4.7+ million social media impressions 2.089+ million YouTube views 1 shattered stereotype

The Brief

We wanted the content of the activation to be shared with as many people as possible to raise awareness of the new Dove Men+Care range and encourage men to feel comfortable about showing their natural caring side.

Results

The YouTube film has reached 2,089,384 views with 415 likes and only 49 dislikes. YouTube video statistics show the Top Demographic being Male 35-44yrs. To date the film has reached 4.7million social media impressions. More importantly we reassured men that it's ok to show their caring side in Public.

Execution

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.

The Situation

Men in the Middle East are portrayed as hard, manly characters. There are sensitivities in the country regarding public displays of affection. Dove is historically a female brand and is proud of its caring roots. The biggest problem was finding a way to convince men that it was OK to show their caring side and then make whatever we were going to do turn in to content people wanted to share to drive awareness about Dove Men+Care

The Strategy

We needed to find men who wanted to share their gratitude towards their loved ones with the world. We secretly recruited them at Dove female stands, they were typically the husbands waiting around for their wives. We found 300 Men who had a story to tell, and we narrowed this down to 3 ideal candidates. They set up the date with their loved ones at the cinema, and Dove Men+Care took care of the rest.