Creative Brief for Dove Evolution Commercial: http://www.youtube.com/watch?v=hibyAJOSW8U

Date:10-28-08
Project: create an ad campaign for dove (evolution commercial)
Project Champion: Rebekah Bailey

Background:
Dove's goal is to appeal to the average woman. We would like to drive the point that real women are not as they seem in the magazines and that beauty is not defined by the media. Dove is already an established brand and therefore our goal for this campaign is merely to show the public what we as a brand support rather than provide more information about our products.
Success of the campaign will be measured in percentage increase in sales during the time that the ad is run.
The Audience:
The primary audience for this ad is middle income women with slightly less than average self-esteem. Any type of mocking, judgment, or derogatory content should be avoided in the commercial. We don't want to make it seem like our brand is for "unattractive" consumers, but we want to spin that into the idea of "what is beauty"? Before watching the commercial these women might have in their minds that they are less than attractive and that women in media are the definition of attractiveness which they can not meet. The secondary audience may be these women's children or spouses.
Objectives:
Our objective is to build a relationship with our consumer. Our priorities are to portray the Dove brand as an understanding, all-encompassing and excepting brand rather than trying to push goods on the consumers. Suggested strategy is to somehow expose the media and their fake portrayal of beauty.
The Message:
Media and the world do not define beauty, it comes from within and Dove realizes that.
To prove it we need to somehow expose the media and their ways of changing a normal woman's appearance. We also want to stress that Dove is a supporter of "real beauty"
The Medium:
Best way to reach this busy woman is through a TV advertisement. Second best would be a magazine since they obviously have been effected by the media's portrayal of beauty. This piece obviously follows many other Dove ads-- mostly about the product. It must retain a calm feel to coincide with ads that have previously run in order to not confuse brand image.
Anything Else:
Design objectives are to be calm and collected while still getting attention. The many character must be a women, regardless of how the advertisement is done.
The Deadline:
The message should be put out to the consumer at the beginning of the month to coincide with the receiving of monthly subscribed to magazines and should be run on evening shows viewed by middle aged women after a workday, such as Everybody loves Raymond, Friends, etc.
The ad must be completed March 15th, so that it may be aired the beginning of April.
Budget:
Our budget for this campaign is 1.2 million and has been approved by the head of the Dove advertising department.
The Responsible Parties:
the head of the advertising department as well as the CEO should agree with the implications and style of the ad produced before it will be allowed to air.

Out of Home (OOH) Marketing:
So far to date, my favorite marketing strategy I have ever seen is at a shop downtown that I actually am employed at called Just Be. In the same way that blockbuster used to use OOH advertising by shining the huge lights across the sky and drawing people to the source out of curiosity, Just Be has an industrial sized bubble machine on the outside of the building for the same reason. On average, there are at least 5 people a day that wander into the store and say "I've always wondered what this store was because I always see the bubbles", so it must be working. On the same note, whenever I say I work downtown at Just Be I get a perplexed look from most people, but when I say I work at the store downtown that makes the bubbles generally people know where I am talking about. I think that this an ingenious way of advertising without being pushy and without having to boast about the store, which gives the aura that the merchandise defines itself as worthy of purchase- we don't need to put up signs to tell you it's great.