Ki Saigon’s campaign for Dove encourages three mothers to stand by their daughters’ hair choices
In Vietnam, it is believed that experimenting with hair is not something “good girls” do. So, some young women go ahead and do it anyway, but then are judged by people around them and some young women don’t have the courage to do what they want and just try to fit in, unhappily. Dove tells an emotional story of three 3 young women, who feel this way, every day.
To bring to life the global Dove campaign ‘Being you’ Ki Saigon identified conversations on social media where girls were being vocal and sharing their stories on how they are judged based on their style, be it clothes or hair color. More so, how ‘being yourself’ and doing what you want is not an option for them. After extensive interviews, the agency found out that what these girls want the most is the support of their mothers more than anything in the world to be themselves. They don’t really care about anyone else.
Unilever’s Hair Care Marketing Director Hang Nguyen elaborates, “We wanted to tell an authentic story of real women and about their struggle to be themselves in this day and age. The freedom to choose the type of hair you want is one big part of that emotion.”
Dove worked with the mothers of the 3 identified girls over several weeks and challenged their mothers to do something bold to show their support. In the end, the mothers surprised their daughters with a gesture that they could not have imagined.
Ki Saigon’s Creative Director Kumkum Fernando adds, “We worked with the directors Robin and Cako to capture the raw emotions of our subject. It had to be carefully orchestrated and presented to the audience. Our clients were bold and challenged us to push the envelope in every step of the process.”
Tam Anh Nguyen, the Senior Brand Manager said, “This is not a one-off, but what follows is a complete integrated campaign that takes this idea on-ground, in homes and on billboards where we will encourage many more mothers to show their support towards their daughters by making this ultimate bold statement.”
The content is being aired on social media and online channels. The initial response has been over-whelming by the brand getting more than 5000 shares in just one day of airing and amassing more than 6 million views, so far.