The average consumer packaged goods campaign takes between six to twelve months to create. For Dove’s ‘Courage is Beautiful’, Ogilvy did it in just 6 days. The creation of the campaign began in March amidst the sudden spike in new COVID-19 cases and the world being thrust into lockdown. With no vaccine in sight, soap was our best first line of defence. And as one of the world’s biggest soap brands, Dove knew it had an obligation to help.
Eager to get Dove’s message of gratitude and support into the world, Dove launched with this hero film. Within days the film was complimented with shorter cut-downs for social, then, with out of home which would be placed outside hospitals to ensure our message was seen by the frontline workers who inspired it. As we adapted the film for new markets, we ensured that each iteration featured local frontline workers.
The campaign was a resounding success. 2 billion earned impressions, unprecedented social engagement rates and ad recall, and meaningful uplifts in brand affinity. But beyond it being a great campaign for an important corporate initiative, it was a testament to what can be achieved when we are brave, follow our guts, and work together.
Dove also donated care products as a thank you to healthcare workers on the front lines of the Covid-19 pandemic. This was a joint campaign with Ogilvy Canada and Ogilvy UK in partnership with UWG, putting names to the faces of those who continue to put themselves in harm's way to treat those who are battling the disease. The film comes with a simple message: Courage is beautiful.
