The following video explain how they started hacking the stock website and ended up changing Denmark's advertising flow:
By producing pictures of real woman and adding relatable tags to them, the agency and the brand started, together, a movement that became worldwide. And after the images were out there on the Internet, they started encouraging new agencies and new brands to use them as well. Not long after that the Country's Ad scenario was different, and woman were being portrayed equally.
The hacking project gives us a very good example of how to work on enhancing the establishment of a brand's missions and values. Dove could both advertise itself and generate social impact, causing the society's and, consecutively, the consumer's engagement.
I was actually planning on writing a post about this too! I think this concept is really interesting, though I struggle to see the effectiveness of the advertising component of it. I really admire Dove for the work that they do in promoting positive body image and gender equality, even when it doesn't necessarily directly affect their product sales, and I think the fact they're willing to go above and beyond for their target consumers without being entirely concerned about their product definitely speaks volumes, even more so than a typical ad for Dove soap would. It's an interesting strategy for sure.
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