Long ago, Trend Hunter brought you the Dove Evolution ad, which features a normal women transformed into a billboard model. The commercial is striking because you can observe how much change takes place. It leaves you with a good feeling.
But this one doesn't. In a parody to the Dove commercial, Greanpeace's Dove Onslaught(er) shows the devestation and destruction being caused to produce palm oil, which is used by Unilever and Dove.
More interestingly, the campaign worked. Greanpeace noted, "Thanks to the staggering public support for our international Dove campaign in April 2008, Unilever has now agreed to play their part in saving the Paradise Forests of South East Asia. As the biggest single buyer of palm oil in the world, Unilever has a special responsibility to help clean up the industry that's behind so much forest destruction. They have agreed to support the call by Greenpeace for an immediate moratorium on deforestation for palm oil plantations. They have also agreed to urgently contact other major companies calling on them to support the moratorium."
Very cool.
Here's the original ad from 2006:
And for a bit more fun, here's another spoof. In this case, the parody was for a Russian mail order bride service:
Viral Spoof Creating Change
Unilever Reacts to 'Dove Onslaught(er)' (by Greeenpeace)
Trend Themes
1. Parody Advertising - Disruptive innovation opportunity: Brands can create parody ads to raise awareness about social and environmental issues.
2. Sustainable Palm Oil - Disruptive innovation opportunity: Companies can focus on sourcing and promoting sustainable palm oil to reduce deforestation and environmental harm.
3. Consumer Activism - Disruptive innovation opportunity: Consumers can use their purchasing power to support brands that align with their values and create positive change.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Advertising agencies can create campaigns that promote social and environmental responsibility.
2. Food and Beverage - Disruptive innovation opportunity: Food and beverage companies can improve their supply chains by sourcing sustainable palm oil and reducing deforestation.
3. Consumer Goods - Disruptive innovation opportunity: Consumer goods companies can engage with consumer activism and respond to public pressure for sustainable practices.