Dove has long championed real beauty and inclusivity – consistently challenging unrealistic beauty standards and promoting self-esteem through campaigns that centre diverse, authentic women.

CHALLENGE

Music supervision was essential to ensuring the emotional message of the film was felt as deeply as it was heard. Our role was to identify a piece of music, and a voice, that could underscore the weight and vulnerability of Mary’s story without overpowering it.

The brief called for a music partnership that could support the emotional depth of the story and broaden its impact across multiple platforms.

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Approach

Music supervision was essential to ensuring the emotional message of the film was felt as deeply as it was heard. Our role was to identify a piece of music, and a voice, that could underscore the weight and vulnerability of Mary’s story without overpowering it.

Our creative point of view was centred on emotional authenticity. We secured NME and BRIT Award-winning artist Self Esteem, known for her outspoken advocacy and raw honesty, to record a powerful and heartfelt rendition of Joe Cocker’s 'You Are So Beautiful to Me.' Rearranged with restraint and care, the track became the emotional backbone of the campaign film.

To further amplify the message, we gave Self Esteem a leading role in the wider campaign. Her involvement extended beyond the music, including panel appearances, press features, and the strategic use of her influential social media presence – deepening the film’s engagement and expanding its reach.

LQIP
Solution

The campaign received overwhelming praise from both press and public. In response to the film’s impact, Self Esteem’s rendition of 'You Are So Beautiful to Me' was officially released as a single by her label.

Most notably, the film became Dove’s most organically viewed piece of content to date.

In the press

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Awards

The campaign also earned widespread industry recognition, including:

Cannes Lions:
2× Gold and 2× Silver Cannes Lions – Health & Wellness category

Shark Awards:
Gold – Best Re-record of Licensed Music

London International Awards:
Silver – Music Adaptation

2023 ANA Multicultural Excellence Awards:
Best in Show

2024 Marketing Awards:
Gold in Editing and Bronze in Music

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