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- Agency: Ogilvy
- Location: Shanghai
- Client: Dove
- Name: “Born Beautiful”
- Category: Print/Online
- Translation (in order of appearance):
“I am a girl who is yet to join the world. If I grow up to weigh 70kg or more, will you still welcome me?”
“I am a girl who has not yet been born. If I grow up to have a flat nose, will you still embrace me?”
“I am a girl who is yet to breathe. If I grow up with A cup breasts, will you tease me?”
Why I like it: Wow. Many print campaigns stand out for their striking simplicity. Others stand out for their rich, textured visuals. A minority hooks us with a very original approach that we haven’t seen before. And fewer still manage to connect those visuals with a message that is emotional, relevant, and branded. So let’s enjoy this campaign by Ogilvy Shanghai, because it’s a rare, lofty accomplishment that combines all the elements of great print advertising. An original visual idea, featuring beautiful Chinese calligraphy artfully applied to an unconventional “canvas”. Supreme craft, (notice the lighting, the contrast, the texture of the paint against the skin, the grace with which the body is shot.) Add to it an inspiring and thought-provoking message, based on the insight that we are generous with praise for little babies and kids, but far too quick to criticize and judge women for their physical appearance as they grow older. And finally, the delicate balance of conveying a universal message yet delivering it a uniquely Chinese manner. These lovely print ads (and its accompanying online campaign) once again showcase China’s growing ability to produce world-class work for world-class brands. Congratulations to the super-talented team at Ogilvy Shanghai that fought hard to make this happen!