Project: Dove Debut
Brief: Cast ‘Beyond the Surface’ and blind-cast women, so neither the casting team nor client would see the women before they were picked for the campaign.
In contact with over 800 women.
Held in-depth follow up calls with nearly 300.
Presented them instead with very detailed notes on each woman and included short 15-30 second voice clip, taken from our casting phone call.
Ogilvy felt comfortable choosing 20 women to feature in the campaign, far more than they had expected.
The very first time that Ogilvy, Dove and the director saw the women, was the day of the shoot!