Real Zaftig

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Dove is nourishing the firming products in its new Body Nourishers line with a clutter-busting cavalcade of real-people cheesecake. The campaign is based on a study Dove commissioned called "Real Truth About Beauty: A Global Report," which, quite unsurprisingly, came to the conclusion that "women believe society has a limiting and unattainable view of beauty, and they are discouraged by the emphasis on a one-dimensional physical ideal." In a somewhat offbeat choice of photog, O&M/Chicago hired noted Brit fashion/celeb shooter Rankin to work in a manner that's almost diametrically opposed to conventional fashion/beauty portraiture. He apparently rose to the unusual challenge despite the fact that this was clearly not a Victoria's Secret lingerie party. As far as wardrobe goes, well, real beauty requires real undies. "I guess we're all so used to seeing lingerie on women that's very skimpy, but these selections fit each woman's body beautifully and they're what she was comfortable putting on," says GCD Maureen Shirreff. "We did keep everything white, because it's a key color for our brand and a great contrast to all the different skin tones."

Client: Dove Agency: O&M, Chicago ECD: Joe Sciarrotta CD: Purvin Darbary GCD: Maureen Shirreff CD/CWs:Christine Montaquilla Rebecca Rush AD: Gabe Usadel Art Buyer: Meghan DeBruler Photographer: Rankin Print Producers: Joan Danaher, Lisa Brown

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