Dove – Hair Stories
Mums Support Their Daughter’s Brave Hairstyles In Dove’s Feel-good Campaign
In Vietnam, it’s widely believed that experimenting with hair is not something “good girls” do.
So, we identified young women who were brave with their hairstyles on social media. We chose girls who were eager to share their stories of being judged for their style.
After interviews with the young women, we found each of them wished more than anything for their mothers’ support to be self-expressive.
We then worked with the mums over several weeks and challenged them to do something bold to show their support.
This became one of the most succesful digital clips for Dove ever.
We created some buzz inviting mums and daughters to get “twin haircuts”.
On-ground the family duos became real life brand ambassadors.