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Dove

The Dove Code

Agency: SOKO

Description

In an impactful stride towards real beauty representation, Dove has unveiled, "The Dove Code", to mark 20 years of the Campaign for Real Beauty. The campaign was created by Brazilian independent agency Soko, to challenge and transform the portrayal of women on AI-generated content.

"We are honored to lead the global campaign creative marking the 20 years of Dove advocating for Real Beauty. The prevailing trend within AI-generated imagery showcases a homogenized beauty standard—mainly featuring blonde hair and depicting white, tanned skin—mirroring societal biases. When Soko tested prompts for women's imagery adding 'according to Dove real beauty campaign' we realized the results were dramatically more diverse, inclusive and real. That's a code Dove embedded on AI forever because of 20 years of campaigns for real real beauty. Dove changes AI, because the brand has been actually changing beauty," says Brisa Vicente, Partner and co-CEO of creative agency Soko.

At the heart of the campaign Dove commits to never using AI to replace real women in its ads. By showcasing the embedded Dove's principles into AI, the campaign seeks to redefine what beauty looks like in the digital age, ensuring of beauty. The Real State of Beauty: a global report by Dove revealed the impact of AI on body confidence, with 1 in 3 women feeling pressure to alter their appearance because of what they see online, even when they know it’s fake or AI generated.

The film was produced by Saigon and directed by Juliana Curi in partnership with The Mill, Diprod, Big Sync Music and HEFTY, the film showcases 100% actual results from AI tools using the prompts shown, all embodied in the classical "Pure Imagination" song performed exclusively for the campaign by rising singer Victoria Canal.

To help set new digital standards of representation, Dove has created the Real Beauty Prompt Guidelines, easy to use guidance for the AI curious and content creators as a starting point to challenge the beauty bias in AI and strive to create images that are representative of Real Beauty on the most popular generative AI programs.

This professional campaign titled 'The Dove Code' was published in United States in April, 2024. It was created for the brand: Dove, by ad agency: SOKO. This Film medium campaign is related to the Beauty industry and contains 3 media assets. It was submitted 3 months ago by President: Valerie Silverman Kerr of VSK Public Relations, LLC.

Credits

Launch event, curated, produced and managed by T&Pm agencies Halpern and Muster.

Global communication materials and research created by Edelman London and Edelman Data x Intelligence

A-list talent partners by United Entertainment Group

The Dove Code Campaign (concept, film and key visual executions): SOKO, advertising agency -
Founder and CEO/CCO: Felipe Simi
Co-CEO: Brisa Vicente
CCO: Rafael Ziggy
Executive Creative Director (ECD): Vinicius Chagas, Rafael Alves, Marina Cota
CDO: Diego Limberti
Creative Leader: Nayara Lima, Juliana Jabra
Art Direction: Heloisa Lima, Pedro Miranda, and Eduardo Diniz
Copywriting: Lucas Abreu and Vitoria Ferrari
Content Leader: Kelly Neres
COO: Felipe Belinky
VP of Account Management: Renata Cintra
Head of Account Management: Verena Neves
Account Group Director: Juliana Pereira
Account Director: Renata Franceschi
Account Managers: Mariana Mazzoli and Julia Andreucci
VP of Operations and Production: Larissa Kubo
Head of Operations and Production: Lucas Cardoso
Project Leader: Tatiane Donatangelo
Project Managers: Rafael Messias; Pamela Santos
VP of Impact: Gabriela Rodrigues
VP of Brand & Connections Strategy: Ana Cortat
Head of Strategy & Data: Mariana Esteves Cordeiro
Strategy Group Director: Keid Sammour
Brand Strategy: Gabriella Brum
Data Group Director: Matheus Facci
Data Strategy: Rany Higa
Head of Broadcasting: Fabiane Abel
Broadcast Leader: Fabíola Ribeiro
Broadcast Seniors: Bárbara Raffaeli and Renata Müller

Client:
CMO Beauty & Wellbeing NY: Leandro Barreto
CMO Dove: Alessandro Manfredi
Vice-President - Dove Masterbrand Global & North America : Firdaous El Honsali
Dove Global Brand Director Masterbrand & Strategy: Pau Bartoli
Global Brand Manager Dove Masterbrand : Victoria Floyd
Global Marketing Dove Masterbrand : Stella Megalou

Image Production Company: Saigon
Director: Juliana Curi
Executive Producers: Marcelo Altschuler, Carol Pessini
Head of Sales and Strategy: Victoria Scaff
Account Management: Patricia Aguiar, Bruna Chamlian, Giovanna Saad, Karin Diniz
Production Coordination: Katiucia Soares, Thalita Machado
Director of Photography: Barbara Alvarez
Set Designer: Poliana Feulo
Research and Creative Assistant: Camila Maluhy, Camy Eiró
Assistant Directors: Raquel Reis, Giulia Levy
Line Producer: Cris Moura
Wardrobe: Naiara Albuquerque
Casting Producer: Flavia Cocozza
Location Producer: Gabriela Salgado
Object Producer: Patricia Di Giorgio
Makeup Artist: Yanke Vasconcelos
Editors: Amy Rosenberg, Malu Leopassi, Cut and Run
Assistant Editors: Thomas De La Rosa, Leo Garcia, Paulo Miranda
Post-production Coordination: Virgini Fares WildCats Post
Post Producers: Claudia Rocha, Regina Mimi
Motion Designers: Chico Jofilsan, Lívia Aprá, Gustavo Fernandes, Diego Bischoff
Colorist: Adonias Dantas
AI/VFX Post: The Mill
VFX Post: Nash
AI-Motions: Miguel Karbage
Direction Intern - Instituto Criar: Najô Ribeiro
Direction Intern - Euetu Lab Mentorship Programm: Bárbara Fernandes
Photography Intern - Instituto Criar: Juliana Santos

Diprod
Motion Production: Diprod Studio

The Mill
Senior Executive Producer: Matthew Loranger
Creative Directors: Sina Taherkhani, Christian Nielsen, Jeffery Dates
Producers: Dara O’Cairbre, Nicole Melius, Chloe Gauthier
Designer: Gamma Savage
Compositors: Ryan Wehner, Daniel Miller, Piotr Bednarczyk, Katerina Arroyo

Music Production and Licensing: Big Sync Music
Creative Director: Justin “Commie” McMullen
Licensing: Dominic Caisley
Music Supervisor: Alexandra Carlsson Norlin
Artist Partnerships Director: Lauren Thackray
Music Production - Resister
Composer - Adina Nelu

Audio Production: Hefty
Producers: Edu Luke, Cris Botarelli, Otávio Cavalheiro, Celso Moretti, Tuco Barini, Rud Lisboa, and Renan Marques
Account Management: Debora Carvalho, Thais Gazoli, Karin Reis, and Ana Peluzo
Coordination: Larissa Durante and Fabi Lugli

Real Beauty Prompt Guidelines: Media.Monks

Account & Production
Emma Valk - Sr. Account Director
Florian Root - Business Director
Tim Blokker - Sr. Project Manager

Strategy & UX
Amanda Bao - Strategy Director
Fabiola Nardecchia - Associate UX Director

Creative & Art
Angelica Ortiz - Sr. Creative Technologist
Ayca Turan - Jr. Creative technologist
Joost Huver - Design Director
Matthijs Klip - Group Creative Director
Joe Jackson - Sr. Creative Copywriter
Ryan Hanson - Sr. Copywriter
Callie Edwards - Creative Copywriter
Jelske Driessen - Creative
Lucia Sordelli - Art & Illustration
Margherita Giottoli - Designer
Maria Goncharova - Art & Illustration Intern
Megan Jemuel Jezer Palero - Animation Director

Recyc-Québec

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