Dove's "Real Beauty" campaign, which has included the likes of the much-awarded Real Beauty Sketches, continues to evolve with efforts from the brand's agencies around the world. The latest comes from Portugal, where creative studio Black Ship conducted an experiment that measured men's heartbeats as they sat looking at pictures of women on a screen.
In an echo of "Real Beauty Sketches," the film takes place in an empty warehouse, but this time the men are strapped to a heart monitor, and shown images of different women; first, beautiful models, and then, photos of loved ones and family members. Their heartbeats not only rise more with the second set of photos, you can tell from the emotion in their voice how much more meaningful these photos are than those of the models, whom they describe objectively as "cute" or "innocent-looking" but don't have strong feelings about.
The film, which is Black Ship's first work for Dove, promotes Portuguese digital platform Dove Beleza Real, which aims to encourage women to develop a positive relationship with the way they look.