Top Spot of the Week: Dove, Indie Agency Soko, Director Juliana Curi Deploy "The Code" To Depict Real Beauty
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Robert Goldrich1151 views
Looking to make more strides towards real beauty representation--particularly in the face of artificial intelligence--Dove has unveiled “The Dove Code” to mark 20 years of the campaign for “Real Beauty.” “The Code” was created by Brazilian independent agency Soko to challenge and transform the portrayal of women on AI-generated content.
“We are honored to lead the global campaign creative marking the 20 years of Dove advocating for Real Beauty. The prevailing trend within AI-generated imagery showcases a homogenized beauty standard—-mainly featuring blonde hair and depicting white, tanned skin—mirroring societal biases. When Soko tested prompts for women’s imagery adding ‘according to Dove real beauty campaign,’ we realized the results were dramatically more diverse, inclusive and real. That’s a code Dove embedded on AI forever because of 20 years of campaigns for real real beauty. Dove changes AI, because the brand has been actually changing beauty,” said Brisa Vicente, partner and co-CEO of creative agency Soko.
These AI searches--showing the difference Dove’s code makes--are front and center in this campaign film directed by Juliana Curi via production house Saigon in partnership with The Mill, Diprod, Big Sync Music and Hefty. The film plays to the classic “Pure Imagination” song performed exclusively for the campaign by rising singer Victoria Canal.
By showcasing the embedded Dove’s principles into AI, the campaign seeks to redefine what beauty looks like in the digital age, keeping it real and diverse. The Real State of Beauty, a global report by Dove, revealed the impact of AI on body confidence, with 1 in 3 women feeling pressure to alter their appearance because of what they see online, even when they know it’s fake or AI generated. At the heart of the campaign Dove commits to never using AI to replace real women in its ads.
Client Dove Leandro Barreto, CMO, beauty & wellbeing, NY; Alessandro Manfredi, CMO Dove; Firdaous El Honsali, VP, Dove masterbrand global & North America; Pau Bartoli, Dove global brand director masterbrand & strategy; Victoria Floyd, global brand manager, Dove masterbrand; Stella Megalou, global marketing Dove masterbrand. Agency Soko Felipe Simi, founder and CEO/chief creative officer; Brisa Vicente, co-CEO; Rafael Ziggy, chief creative officer; Vinicius Chagas, Rafael Alves, Marina Cota, executive creative directors; Nayara Lima, Juliana Jabra, creative leaders; Heloisa Lima, Pedro Miranda, Eduardo Diniz, art direction; Lucas Abreu, Vitoria Ferrari, copywriting; Kelly Neres, content leader; Larissa Kubo, VP of operations and production; Lucas Cardoso, head of operations and production; Gabriela Rodrigues, VP of impact; Ana Cortat, VP of brand & connections strategy; Mariana Esteves Cordeiro, head of strategy & data; Keid Sammour, strategy group director; Gabriella Brum, brand strategy; Fabiane Abel, head of broadcasting; Fabiola Ribeiro, broadcast leader; Barbara Raffaell, Renata Muller, broadcast seniors. Production Company Saigon Juliana Curi, director; Marcelo Altschuler, Carol Pessini, exec producers; Barbara Alvarez, DP; Katiucia Soares, Thalita Machado, production coordination; Poliana Feulo, set designer; Cris Moura, line producer; Naiara Albuquerque, wardrobe; Flavia Cocozza, casting producer; Gabriela Salgado, location producer; Yanke Vasconcelos, makeup artist. Editorial Cut+Run Amy Rosenberg, Malu Leopassi, editors; Thomas De La Rosa, Leo Garcia, Paulo Miranda, assistant editors. Postproduction WildCats Post Virgini Fares, postproduction coordination; Claudia Rocha, Regina Mimi, post producers; Chico Jofilsan, Lívia Aprá, Gustavo Fernandes, Diego Bischoff, motion designers; Adonias Dantas, colorist. AI/VFX Post The Mill Matthew Loranger, sr. exec producer; Sina Taherkhani, Christian Nielsen, Jeffery Dates, creative directors; Dara O’Cairbre, Nicole Melius, Chloe Gauthier, producers; Gamma Savage, designer; Ryan Wehner, Daniel Miller, Piotr Bednarczyk, Katerina Arroyo, compositors. VFX Post Nash AI-Motions Miguel Karbage. Motion Production Diprod Studio. Music Production & Licensing Big Sync Music Justin “Commie” McMullen, creative director; Dominic Caisley, licensing; Alexandra Carlsson Norlin, music supervisor; Lauren Thackray, artist partnerships director. Music Production Resister Adina Nelu, composer. Audio Production Hefty Edu Luke, Cris Botarelli, Otávio Cavalheiro, Celso Moretti, Tuco Barini, Rud Lisboa, and Renan Marques, producers; Larissa Durante, Fabi Lugli, coordination.