Dove ‘Evolution’ is a riveting, 1:14 time-lapse film of a young woman’s transformation from a pretty, but ordinary girl to a strikingly beautiful billboard model. It deconstructs the beauty myth by revealing everything from the impact of lighting through the application of hair and make-up to retouching, to the photoshop-stretching of neck and impossible widening of eyes, ending with the comment, “No wonder our perception of beauty is distorted.” Its goal was to promote Dove Self-Esteem workshops in Canada and create broader awareness of the Dove Self-Esteem Fund.

'Evolution, A Dove Film’, was posted Oct. 11, 2006 on Dove’s campaignforrealbeauty.ca and YouTube. An email blast invited Unilever Canada’s 450,000 person database to view the film on the Dove site. A PR campaign, against the backdrop of the skinny-model debate across the globe, and consumer word of mouth made the film a must-see. Months later, Evolution ran as television advertising in Turkey, France, and Saudi Arabia, and in the Netherlands, where it appeared as a big event on all their TV stations at the same time, and its airing was advertised in the national newspaper.