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The Smalls

Core disciplines: Branded content, Creative production

The Brief

The aim was to leverage the popular viral trend, the ‘mannequin challenge’ to  send a powerful, positive message relating to Dove’s brand values of real beauty, on International Women’s Day. The goal was to create a piece of authentic social content, so the film needed to feel fresh and real.

Our Solution

Working with Dove’s agency Ogilvy, we produced a short film showing real women doing the “mannequin challenge”, in a boutique clothes store filled with unrealistic mannequins. The women ‘challenged’ these unattainable figures, highlighting the difference between beauty standards and reality. Moreover, we shot the whole film on an iPhone 7, to mirror the type of videos usually posted on YouTube.

Deliverables 

One 50” video for YouTube.

Results

In the first 24 hours this video reached over 1 million consumers, generated global PR, and was voted Ad of the Day with AdWeek in Dec 2016.

Our Director 

Tom Gorst is a director of commercials, music videos and documentaries. He has created work for clients such as British Airways and The Prodigy.

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