Unilever skincare brand Dove is stepping up its commitment to body-positive narratives with Real Beauty Productions – a partnership with American TV producer and screenwriter Shonda Rhimes (Grey's Anatomy, How to Get Away with Murder).
Inspired by a study that shows 69% of women don't feel represented on-screen, Dove turned to Rhimes' considerable professional expertise in portraying women to refresh its 13-year-old Real Beauty body-positivity brand mission. For the duration of the partnership, Real Beauty Productions will focus on turning real customers' stories (sourced from Dove and Rhimes' social media accounts) into compelling videos. The first project is Meet Cathleen – a short film about Cathleen Meredith, founder of body-positive initiative Fat Girls Dance.
As brands compete for digital consumers' atomised attention, they are increasingly joining forces with highly regarded entertainment talent to upgrade their brand narratives. Spanish beer brand Estrella Damm has just released two short films starring Hollywood actors. French cult actor Jean Reno charms international markets in The Little Things, while American actor Peter Dinklage of Game of Thrones features in La Vida Nuestra, a Spanish-language short about a young man who leaves Spain to seek employment in Amsterdam.
With research predicting the obsolescence of interruptive advertising, high-quality branded content is likely to emerge as a powerful engagement tool. For more on how brands are preparing for the future of digital engagement, check out Dimensions of Trust: One Question London and our coverage of D&AD Festival 2017.