Dove's 'Unready for Anything' campaign, launched in collaboration with Ogilvy, marks a new take on marketing by focusing on the state of 'unreadiness' after events. Unlike typical 'get ready' videos now popular in beauty marketing, this campaign emphasizes the Beauty Bar through striking visual storytelling—showing it in a state of use and post-event. The campaign includes various media types, emphasizing creativity and simplicity, with a standout close-up image showcasing its iconic nature, reminding consumers of the beauty in everyday moments.
To capture the bar's iconicity, Ogilvy set rules for the campaign: it would shoot the bar as a portrait - not a product - and do it practically.
The process kicked off from a simple brief from the brand: How can you make the Dove Beauty Bar iconic?
While the Unilever brand has been an Ogilvy client for many years, the agency has usually focused on brand work like the 'Real Beauty Sketches' and 'Dove Evolution' campaigns.
'Unready for Anything,' which will run as out-of-home activations and in digital, social media and print channels, comes to life as a single close-up image of the Dove Beauty Bar.
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