For two decades, Dove has championed Real Beauty, promoting self-confidence and challenging narrow beauty norms.

To honour the 20th anniversary of the Real Beauty campaign, Dove launched The Code, an initiative designed to expose the harmful effects of AI-generated content on women’s self-esteem. With projections suggesting that up to 90% of online content may soon be AI-generated, Dove set out to disrupt the manipulation of beauty standards by pledging to continuously champion authentic representation in all of its advertising.

Challenge

A key challenge in developing the campaign was selecting the right music: one that underscored the negative implications of AI on beauty ideals, while remaining true to Dove’s ethos of real, authentic beauty. The music had to amplify this message and carry the emotional weight of the campaign.

From the start, the concept behind the music was clear – but the tone required careful consideration. The composition had to draw a clear contrast between AI-fabricated perfection and the portrayal of real beauty, without inducing anxiety, leaving a feeling of uplift and hope instead of alarm.

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Approach

After reviewing vocal demos from more than 10 globally recognised female artists, Dove selected Victoria Canal, a rising Spanish-American artist, to perform a rendition of ‘Pure Imagination.’

We grounded the rework in nostalgia, preserving the integrity and emotional resonance of the original while subtly shifting the arrangement and production to amplify the narrative. This strategic adaption enabled Dove to convey the campaign’s message with emotional impact, and to connect with audiences worldwide through an artist who authentically stands behind the campaign’s message.

This refined version of the renowned classic struck the balance we sought: its lyrical simplicity and emotional clarity combined with thoughtful execution echoed Dove’s message of real beauty, opening space for genuine connection and empowerment. 




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Solution

The campaign earned exceptional global attention and delivered outstanding results:

Evaluated through System 1’s methodology, it achieved a stellar 4.6-star rating, making it the highest-scoring ad in its category.

With over 500 million organic views worldwide, the campaign generated more than 4 billion impressions across various platforms.

Sparking widespread debate, the campaign caught over 1,000 global press and social media mentions, making it Dove’s most covered campaign to date.

Despite the scale of visibility, it still maintained an impressive 94% positive sentiment.

The live performance by Victoria Canal at the launch event in London also added a personal touch, further amplifying the campaign’s reach and resonance with its audiences.

With more than 2 million views on YouTube, the song's powerful impact continues to spread, further cementing Dove’s commitment to real beauty in the digital age.

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