The brand intended to highlight the importance of this moment: the first line created specially for the skin of Brazilian women.

We put together two important brands for Brazilian women: Masp, the most influential museum in Latin America and Dove.

The strategy is to pay homage to the woman and the art of taking care of herself.

So, we developed a project that honored Brazilian women in a new way.

By doing so, we transformed masterpieces in a new media capable of carrying on a message not only about our products, but most importantly, cultural identity.

Decades after being in Brazilian Market as one of the main brands on beauty and skincare, Dove launched the first line of products specially created for the Brazilian women skin and her preferences.

Our challenge was, besides communicating this launch, show consumers the importance of this moment to the brand.

The objective was to generate talkability for Dove and do something to make Brazilian women feel empowered and their beauty and diversity valued.

The challenge of the brand was to create a conversation about the diversity of the skin of Brazilian women and how Dove works to take care of her.

- The commercial challenge is to recover awareness for the brand.

- The brand acts with the truth of beauty and that would need to be present in this action.

- The desired result was the possibility of generating conversation to give the message: this collection of moisturizers Dove was made especially for the Brazilian woman.

- to generate conversation we would need to raise interest in hirdratation, skin and care in some way. And there was an insight waiting for us about it. After all, canvases in paintings are like skin. They suffer from light, humidity and time.

- How to convince the largest museum in Brazil and one of the most important in Latin America to participate in a conversation on Social about skin care?

- Everything seemed possible when we created the parallel between the skin and the canvas and that both deserved Dove's care.

This was the foundation for the project idea.

By looking at some of those masterpieces that portraits Brazilian beauty, we learned about the similarities between the skin and the canvas: both of them suffers with the effects of light, dust, weather and need care and moisture to keep its beauty.

So we made a partnership with one most important museums in Latin America, MASP. Together, we created a project to restore and care our masterpieces’ skin, choosing the ones which most represent the beauty and diversity of Brazilian women:

Self portrait with Orange dress, by Tarsila do Amaral

Five Girls from Guaratinguetá, by Di Cavalcanti

Flowers saleswoman, by Djanira da Motta

The campaign’s objective was to generate awareness for the brand’s new line of products. The partnership with MASP was a guiding thread for advertising pieces that amplified the conversation on social networks, at the same time disclosing the new products, obtaining excellent results. Among them, the following can be highlighted:

Reach 55 MM

(7% above planed)

Views 10.2 MM

( 194% above planed)

39,48% VTR 100%

(33% above the brand’s benchmark)

96,7 viewability

(38% above the brand’s benchmark)

The campaign generated a great engagement, as well as a highly positive reception by the public, obtaining a 96% rate of positive comments on social networks.

10% of the comments made reference to subjects such as representativeness, diversity and women empowerment, positioning the brand for issues that are relevant to society and go far beyond beauty and skincare.

The project was also mentioned by TV generating 6 MM impacts