Purpose

A marca Dove celebra 13 abordagens diferentes de mulheres em relação às suas axilas, do uso de tatuagens embaixo do braço à manutenção pelos no local, com o intuito de tentar acabar com a ideia de que exista um padrão "ideal" na manutenção do corpo das mulheres.

Criado pela Ogilvy do Reino Unido, o filme (assista abaixo) inclui ainda enfeites, cicatrizes e marcas escuras nas axilas, enfatizando: "everyone is normal and everyone is different".

Na ficha técnica está o brasileiro Andre Laurentino, chief creative officer.

Ficha Técnica:

Global brand vice president: Kathryn Swallow
Global brand directors: Laura KlefferLucy Howdle
Global senior brand manager: Zoe Gardener-Smith
Global brand manager: Camille Singer
Agency: Ogilvy UK
Chief creative officer: Andre Laurentino
Creative director: Nancy Vaznonis
Senior art director: Matt Nankivell
Senior copywriter: Ollie Jarrott
Behind the scenes DoP/ editor: Abbie Fairlie
Global managing partner: Anneliese St. Amour
Global business director: Madhavi Unni
Global account manager: Christopher Smith
Planning partner: Hannah Wren
Strategist: Yolanda Davis
Agency producers: Victoria SmithStephanie Warner
Art producer: Chloe Jahanshahi
Project manager: Katie Morrell
Director: Lisette Donkersloot
Production company executive producer: Ellie Goodwin
Production company producer: Romy Waller
Production company: Caviar
Photographer: Rebecca Naen
Print producer: Matt Davey
Print production company: Probation Agency
DoP: David Bird
Editor: Laura Cairney-Keize
Colour: Thomas ManghamThe Mill
Online: Matthew “Wispy” ClarkeRichard PayneThe Mill
Design team: Freya BarnsleyKenny AddehThe Mill
Sound: FactoryJack Hallett
Post producer: The MillJames Yeo