Dove Canada is pulling back one more layer on the issue of self-esteem in a new video it recently released as an extension of its “Dove Real Beauty Sketches” film.
The original film, created by Ogilvy Brazil and released last month by Unilever’s Dove brand as part of The Dove Self-Esteem Project, features women describing what they think they look like to a forensics artist. Strangers are then asked to describe the same women to the same artist and the resulting two drawings vary greatly, revealing the difference (and often unflattering nature) of how the women see themselves and how others see them.
In the new video, released by Dove Canada on its YouTube channel on Mother’s Day, three Moms describe what they think they look like to forensic artist Gil Zamora–the same artist used in the original video. Their daughters describe their moms to Zamora afterwards, and at the end of the video the moms and daughters–none of which were advised they were taking part in a social experiment–compare the images together. Dove worked with Ogilvy Toronto to create the video.
There’s a new technological twist to this version of the concept; the Canadian women featured use Google+ Hangouts to communicate with Zamora, who was in San Francisco.
Dove VP of marketing Sharon MacLeod said in a release that the company hopes when women see the results of the new film they’ll tell their moms how beautiful they are, and also “reconsider their beauty and recognize that they are more beautiful than they think.”
For more on “Dove Real Beauty Sketches,” check out the May 20, 2013 issue of Marketing on newsstands now.