这周，多芬秀发护理发布了全新一轮品牌营销战，其主题为：我的头发，我说了算。营销战以不同年龄的女性抛开世俗成见，坚持自己对真我发型的追求为核心内容，映射出多芬“真人真美”的品牌主旨，倡导中国女性以秀发造型彰显个性 。
Dove Hair China this week launched its newest online campaign, ‘My Hair: It Has to Be My Way.’ Featuring a variety of women of differing ages and echoing Dove’s ‘Real Beauty by Real Women’ brand ethos, the campaign aims to encourage women in China to stay true to themselves by revealing their individuality through their choice of hairstyle.
千姿百态的发型为中国女性表现自己独特魅力提供了无限可能。然而，认为发型不该过分标新立异的成见普遍存在，并给那些留着别致发型的女性造成心理压力。上海奥美以这一洞察为出发点，为多芬秀发护理做出了此次数字营销战的核心创意。本次营销战的内容包括网络主视频，平面广告，以及其它社交媒体素材，以多样的传播手段来集中展现中国女性追求自己心仪发型的真实故事：无论是直发披肩、金发大波浪、酷彩发色，还是非洲式蓬卷、精灵短发或者复古优雅，发型是每个人的个性标榜。
Hair offers unlimited possibilities for women to reveal their inner selves. In China, however, unusual hairstyles are discouraged with women often experiencing strong social pressure to conform with their peers. Based on this insight, Ogilvy & Mather Shanghai developed a digital campaign consisting of an online movie, social media assets and follow-up videos from real Chinese women telling their unique hairstyle stories. Whether long black hair or curly blonde, brightly coloured or wavy, a pixie cut or delicately fashionable, the important thing is, “It has to be my way.”
奥美上海负责联合利华客户的董事合伙人永井绘美子在解读此次营销战的灵感来源时说：“在中国，女性因发型而被人说三道四的情况屡见不鲜，这些压力来自于家庭和社会两方面，成为难以逾越的屏障，阻碍女性展现真美的愿望。而此次‘我的头发，我说了算’营销战，则通过突出中国女性个性飞扬的发型，给予她们展现真我的勇气。无论她们选择什么样的发型，多芬秀发护理都能帮助她们保持发丝的美丽与健康。”
“It’s still very common in China for women to be judged based on their hairstyles – a form of social pressure stemming from both within the family and society at large that prevents women from revealing their real beauty,” said Emiko Nagai, Managing Partner responsible for serving Unilever at Ogilvy & Mather Shanghai. “The aim of the ‘My Hair: It Has To Be My Way’ campaign is to celebrate the diversity of beautiful hairstyles worn by women across the country, empowering them to stay true to themselves. Whatever hairstyle a woman chooses, Dove can help her hair stay healthy.”
“尽管黑长直一直以来被认为是东方女性美的标志，近年来各年龄段的中国女性却表现出向往更加多样化发型的趋势。然而，当我们和女性消费者进一步接触时，却了解到她们对于新颖发型心存疑虑，这些疑虑来自于家庭和社会。作为领先世界的秀发护理品牌，多芬希望向传统观念发起挑战，以此呼吁社会尊重女性的自由选择。展现真女人的真美，是多芬品牌的诉求，而今，真美的意义在于彰显个性，因此我们毫无疑问应该接纳个性化的审美主张。”多芬秀发护理中国的品牌总监Bérengère Loubatier说。
“Though long black straight hair is widely seen as the universal symbol of Asian beauty, more and more Chinese women in recent years are daring to do something a little different. However, when talking to female consumers, we found many are still anxious about getting an unusual hairstyle because of pressures from society and their families,” said Bérengère Loubatier, Brand Director at Dove Hair China. “As a leading haircare brand, Dove’s mission is to challenge this stereotype and help women in China enjoy the respect and freedom they deserve. Dove is a brand that believes in Real Beauty by Real Women.”
创作人员名单：
- 广告公司：上海奥美
- 创意指导：樊克明，管育正
- 艺术指导：蔡琇如
- 文案：杨驰媛
- 策划：莎婷, 赵怡薇
- 广告公司制片：赖政东, 严延
- 制作公司：茂田传媒
- 导演：王砺珉
- 监制：周铉
- 摄影师：金晨煜
- 制片：周毅
- 后期：H&O
Credits
- Creative Agency: Ogilvy & Mather Shanghai
- Creative Directors: Graham Fink, Kenneth Kuan
- Art Director: Xiulu Chua
- Copywriter: Zoe Young
- Agency Producer: Eric Lai, Yen Yen
- Planning: Hilda Sadang, Evie Zhao
- Production House: Breathe
- Director: Limin Wang
- Executive Producer: Xuan Chow
- Cinematographer: Jin Chenyu
- Producer: Zhou Yi
- Postproduction: H&O
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