Dove has legally hacked women stereotypes. On an ingenious partnership with Shutterstock, they collaborated with photographers that took realistic pictures of women in today's world.
These photos were uploaded onto Shutterstock and tagged to alter their algorithms around Jan. 18. The site, ImageHack.org, went live in February. And on March 8, International Women’s Day, a series of outdoor ads appeared outside major agencies in Denmark, encouraging them to use these new images and jump aboard the transformation train.
Media spent was just $10,000, and advertisers and agencies from all over Denmark scooped the photos up and used them in their advertising—42 brands in all, including Ford, Frisko, GFB Pension, Panorm and IT firm any.mac.
You can read all about the campaign in this article.
After observing terms like “beautiful woman” and “real woman” mostly yield the same ol’ same, “we collaborated with some of the biggest photographers in the industry and took pictures of strong, independent and original women in non-stereotypical settings,” Mindshare creative director Kenneth Kaadtmann told AdFreak.