Dove’s latest mega-viral video, “Choose Beautiful,” is an international social experiment that tackles the question: Why are so many women reluctant to celebrate their own beauty? P.I.G. helped Dove, Ogilvy Chicago, and production house Joinery with the Shanghai leg of the “Choose Beautiful” experiment, which also went on to survey the women of Delhi, San Francisco, London, and Sao Paolo. In Shanghai, we set two signs atop two adjacent doors at a mall, one sign reading “Beautiful” and the other “Average.” Women entering the mall, walked through the door they felt best described them. The ladies were then interviewed about their choices, and their responses provided some very poignant insights.
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