In a billboard campaign by Dove called 'Girl Outdoor,' a young girl is seen peeling the billboard away to shield herself from prying eyes. Encouraging mothers to "join the conversation about the ideals of beauty," the ad features a girl worried about her image. The billboard was positioned on the corner of a building in the largest square in Tel Aviv, Israel.
This campaign has the potential to be very effective through its eye-catching use of the billboard medium. By using the physical structure of the billboard to make a point, spectators are more likely to interrupt their daily patterns and pay attention. In addition, the ad has a certain voyeuristic quality, which is sure to make the target segment of mothers internalize the message.
Stats for Self-Conscious Billboard Ads
Trending: Older & Warm
Research: 12,270 clicks in 153 w
Interest: 2.4 minutes
Concept: Dove Girl
Related: 82 examples / 63 photos
Segment: Neutral, 18-55
Comparison Set: 30 similar articles, including: touching beauty perception sketches, anti-airbrush guerrilla marketing, and redefined role model campaigns.
Self-Conscious Billboard Ads
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