Thursday, April 27, 2006

Dove campaign in Yokohama

Unilever is trying to set the world record for the world's largest outside advertisment with this rooftop ad at the shopping center Pacifico Yokohama.

The company also offers some interesting insights from their research into Asian consumers' concept of beauty, which was done as part of the Campaign for Real Beauty which was also launched in Japan last year.

The responses of Japanese women are particularly interesting, as in many cases they go against the patterns established by those from other Asian countries. There is a very low satisfaction of women with their beauty and an even lower dissatisfaction with the (always incredibly stylized and cliched) way women are portrayed in Japanese media and advertising - which seems to imply that maybe Japanese women are not yet ready for the message of this campaign.


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