Dove

Reactive

In July 2025, Vogue UK published an ad for Guess featuring an AI generated model posing in a dress. And naturally, the internet blew up.
People called out Guess online, and even tagged Dove to join the conversation. Given Dove’s ethos is all about real beauty, they decided to take a stance by doing something reactive to show their support for real women.

OUR IDEA

Book the very same page in Vogue on an ongoing basis as a Space for Real Beauty, handing it over to other brands to advertise with real models.

The brief came in from Ogilvy London and the below idea made it into the final creative round.