| 标题 | The Art Of Self-Care |
| 广告公司 | Tech and Soul |
| 广告战役 | The Art Of Self-Care |
| 广告主 | Unilever |
| 品牌 | Dove |
| 首次发布日期 | 2020 / 12 |
| 行业领域 | 护肤产品 |
| 哲学 | In order to mark the release of its new range of body moisturizing deodorant lotions, Dove has decided to go beyond the traditional concept of skin care, showing this care in a ludic way for a different “skin type”: the canvas of masterpieces that portray Brazilian women. The #AArteDeSeCuidar (#TheArtOfSelfCare) campaign, created by agency Tech and Soul, reinforces the brand’s attention to skin care, beauty and health – in real women as in those portrayed in paintings. After all, for Dove, skin self-care routine has always been an art. The action takes place in partnership with MASP (Museu de Arte de São Paulo), the most important museum in Brazil, to sponsor the restoration of three works of art. The pieces chosen to be restored was Flower Vendor (Vendedora de Flores, 1947) by Djanira da Motta e Silva, Five Girls from Guaratinguetá (Cinco moças de Guaratinguetá, 1930) by Emiliano Di Cavalcanti, and Self-portrait with Orange Dress (Autorretrato com vestido laranja, 1921) by Tarsila do Amaral, whose heirs are partners of MASP in actions aimed to preserve and diffuse the institution and its collection. “Being able to illustrate Dove’s care for the skin and beauty of the Brazilian women in such thoughtful way is really powerful”, says Flavio Waiteman, Tech and Soul’s partner & CCO. The agency was assigned to perform this project for Dove; the first for the brand. The campaign will also feature activation with influencers, who will tackle the importance of skin care in their social media, as well as a film that will emphasize the workpieces restoration process and the relevance of women’s self-care rituals to keep the beauty and health of the skin. Dove’s new line features five versions of body lotions and two hand lotions developed with textures and fragrances, in line with Brazilian women’s preferences. The lotions Essential Nutrition Karité Butter & Vanilla, Pomegranate & Verbena, Avocado Oils & Marigold Extract and Coconut Oil & Almond Milk are already available at the major supermarkets and drug stores all over Brazil. |
| 媒体类别 | 互动 |
| 长度 | |
| Partner/Chief Creative Officer | Flavio Waiteman |
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