Dove’s last campaign, “One Beautiful Thought” shows what it would sound like if women’s inner critic spoke out loud.
Dove asked women to write down the thoughts they have about themselves throughout the course of a normal day within the One Beautiful Thought campaign. The most negative ones were selected and the original women were then invited to a cafe where they ‘overheard’ the actresses saying their thoughts out loud to each other.
One of the actresses used the most negative thoughts, for example, “with your little baby teeth … you look like a mouse” or “sit up straight otherwise your belly looks big” to berate another actress in a cafe, within earshot of the same unsuspecting participants. Thus, the participants get to hear their own private thoughts said out loud in public.
The film, “Mes Pensées” (Inner Thoughts) was created by Dove France and Ogilvy & Mather Paris. The #OneBeautifulThought campaign has arrived on the tails of Dove’s #SpeakBeautiful campaign.
Have a look at the previous social media marketing campaign, here: Dove Social Media Campaign: #SpeakBeautiful