Dove’s Campaign for Real Beauty disrupted the ad world with its portrayal of Real Women representing the brand.

Challenge: For this project, the aim was to solicit entries from women aged 45+ and ask them to communicate about their feelings about a body part as they age.

Solution: For the letter, the copywriting and design was on point with large lettering and concise messaging.

Result: We received thousands of letters from women across the country and in the end, 11 were selected to participate in the Dear Body performance directed by Judith Thomson at Taragon Theatre in Toronto.

The second part of the project was to create a microsite introducing the play to the public.