Dove Brand would like to be the reference for real women independently of age, color of skin or weigh. The brand looked for different ways to make the sensitive connection with them. The target audience is women between 25- and 35 years old, women that love themselves. Dove knows about the big link between mothers and daughters were they live together or far away so they encouraged us to think and activation that reinforced that point.

The campaign implementation had two phases: The first one was to find the best daughters who live far away (Germany, Japan…) from their mothers and cheat them, with the association of the fathers, to go to the cinema one special day. Before the film started, began a video where the daughters talked about their mums and how much they missed her. They felt touched and surprised.