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The Challenge:

How can Dove get more women, especially urban millennials to build a positive relationship with the brand?

My Observation:

From mother to wife to businesswoman to best friend, a woman is more than just the queen of her household. 

The Solution:

Let's inspire them to care more about themselves by valuing the bath time as an important Me Time that can refresh your body and mind, which is an undervalued part of daily routine.

Art Director: Yimin Wu   

OOH Prints "Purify Your Me Time":


Use aesthetic and peaceful visual elements to present dreamy imaginary scenarios, in which a woman is relaxing in the bathtub with Dove product, to remind women to value the shower/bath time as an important Me Time that can refresh their body and mind, and build a benign interaction with the brand. 

Social Media Post:

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