The launch of this campaign marks a historic milestone in the discussion about diversity and inclusion in advertising. It is estimated that 90% of digital content is produced by artificial intelligence. The problem is significant: just a search for images of women on AI platforms reveals that beauty are standards more unattainable than ever. It's no wonder that 1 in 3 girls says they would change their appearance because of the artificial beauty they see online.
“The Dove Code” is a simple powerful idea: when searching for images of women on AI platforms, simply add “according to Dove Real Beauty Campaign” to generate a much broader spectrum of diversity, reality, and authenticity in the representation of women. This happens because machines learn from all of humanity's content production.
Over the past 20 years, the brand has portrayed thousands of diverse and real women in its hundreds of campaigns. The legacy of Dove's commitment to Real Beauty has become a code capable of automatically changing artificial intelligence because, in real life, the brand has been changing our beauty perceptions for two decades. Close your eyes and imagine a beautiful woman in a Dove campaign: what does she look like? That's also what happens in AI platforms.
We are thrilled to be a part of this powerful campaign that is utilizing A.I. for good and leaving such a positive impact. Drawing on our extensive knowledge in A.I. this has been a very exciting project for us. As a father of two young daughters, this is a special one for me.
Creative Director, Christian Nielsen
Soko created and produced “The Dove Code” in Brazil, and the campaign reaches screens in over 30 countries today. The film is produced by Saigon and directed by Juliana Curi, in partnership with The Mill, Diprod, Big Sync Music, and HEFTY. The version of the song “Pure Imagination” was made exclusively for the campaign and is performed by Victoria Canal.
