Red Passion
Campari
We provided solutions to Dove with
Empowering People Through Powerful Brands
Unilever
With its journey starting in 1957, Dove has evolved to be more than just the famous and revolutionary cleansing bar that is strongly endorsed by dermatologists across the world.
Apart from introducing several other Dove products throughout the years, for over 17 years Dove has also made it its mission to make beauty a source of confidence, rather than anxiety, insisting that it should not be defined by shape, size, or colour, but that it should be authentic, unique, and real.
As the Creative Marketing Agency that oversees marketing activations for Unilever products in Malta, the Concept Stadium team had the golden opportunity to take an international message by a global brand and localise it via the tagline “Let’s Change Beauty”.
With the scope of promoting everyday women that do not shy away from being their authentic selves, the Commercial Creatives sought to localise the campaign, specifically in the Maltese language.
This was followed by a photoshoot with several women who were asked to do one thing in front of the camera: “be themselves”.
Following the production of a library of visual assets, the Concept Stadium team extracted a marketing and public relations campaign, which included viral articles and sponsored content including influencer marketing; allowing the message to be spread via different mediums for different target audiences. From social media posts to bus shelter advertising and billboards all around the islands, this campaign wanted to scream one and one thing only: ‘you are beautiful, just the way you are, and it wanted to do so predominantly in Maltese.’
Concept Stadium brilliantly localised Dove’s ‘Let’s Change Beauty’ campaign, celebrating authentic Maltese women. Their deep cultural understanding and impactful storytelling brought the global message to life in a truly meaningful way. – understanding and impactful storytelling brought the global message to life in a truly meaningful way.
Kim Borg – Marketing Manager
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