Dove is a global brand that mainly talks about the beauty of human beings. In their new positioning, Dove manifests itself as the safe place for all types and shapes of beauty. How to bring this new way of perceiving the beauty linked to the summer, the beach and the 40 degrees that Brazil offers? A Seat in the Sun is about happiness, belonging, occupation and well-being in all shapes.

Is the beach a democratic, accessible and welcoming place for all body types? And when it comes to big bodies, what about democracy, accessibility and reception? After months of study and development, Dove brings a prototype of a wider and more resistant beach chair, so that all body sizes can be comfortable on the beach. The chair was distributed free of charge on the most visited beaches in Brazil at Dove’s kiosks. We created a physical space on Leme Beach in Rio de Janeiro, so that we could also discuss and question topics such as fatphobia, ableism, accessibility, summer and identity. The space was a refuge for everyone different types of bodies, with easy access ramps, large showers, spacious and safe bathrooms for all genders.

Client

Dove

Role

Art Direction
Graphic Design

Year

2023

Awards

Cannes Lion 2023
Bronze – Outdoor

Clube de Criação
Silver – Direct Marketing

Clube de Criação
Bronze – Public Relations

Effie Awards Brazil

TikTok Awards
Best Campaign focusing on DE&I

Press

Uol
Meio & Mensagem
B9
Propmark
Update or Die!
Terra

Team

Agency:
SOKO

Creative Direction:
Elisa Gerber

Art Direction:
Rafaela de Prada, Morgana Ávila

Design:
Rafaela de Prada, Morgana Ávila, Eduarda Nieto, Gabriela Kalix

Copy:
Eduarda Buarque

Photo:
Milena Paulina, Wendy Andrade