2013 Winners & Shortlists

The Brief

Men in this region are always portrayed as hard, manly men. Believing that “Real Men Care and they show it”, Dove, historically a female brand, was launching Dove Men+Care, a new range that targets men. Our objective was to enable men to show that there was more to them than this Macho stereotype and raise awareness of the new Dove Men+Care range.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

he 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.

Explain why the method of promotion was most relevant to the product or service

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.