Spec Dove B2C OOH

Challenge
While Dove’s Real Beauty campaign revolutionised how women see beauty, men remained largely excluded from the conversation – despite facing their own insecurities and pressures around appearance.

Insight
Suicide is the biggest killer of men under 45 in the UK, yet few men openly discuss insecurities or practise self-care. Many feel unrepresented by beauty brands and disconnected from ideas of confidence and self-worth.

Approach
Reimagine Dove’s Real Beauty ethos for a male audience – encouraging honest conversations about how men feel about themselves and challenging outdated stereotypes of masculinity and beauty.

Execution
I developed The “I Feel” Campaign – a concept designed to make men feel beautiful, showing how talking can change your perceptions.