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Unilever: Dove stages “Body and Soul” (Canada)

 
 

Here comes the latest Dove campaign in Canada, true to the spirit of self-esteem promoted by the brand and in line with its successful concept of “celebrating beauty through the ages”.

After the films “Evolution” and “Onslaught” whith “Body and Soul” the brand now takes to the theatre.

On the website you can learn how Dove, together with the playwright Judith Thompson, has created a theatre play called “Body and Soul” which questions the perception of beauty and aging in our society.

The text was written by women and all the actresses are “real” women aged 45 years and older who had written a letter to their own body (“Dear body…”) for the audition. The videos of the audition are available on the website.

More information about the play will be released in February 2008 in Canada.

Although auditions are now over, women still have an important role to play in this Dove “beauty revolution” for all women.

Canadian women are encouraged to host “Pro-Age” parties, evenings of candid conversation about their bodies, imperfections and all, together with their girlfriends. There is even a party kit, complete with activity cards, instructions and invitations that can be downloaded on the website.

The participants of these parties can be sure to enjoy funny and moving moments…

Dove believes that beauty has no expiration date and successfully exploits this concept, which seems to offer endless creative opportunities.


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