2 out of 3 women experience dry hands, and none think that a hand wash could help.

Our audience doesn’t think about the handwash they buy - they pick up whatever’s on sale at the shelf.

Dove offers superior care with a deeply moisturizing formula, so we needed to disrupt our audience’s ‘autopilot’ approach to hand washing.

Our objective was to get women to reappraise the importance of their hands so they’d treat themselves to Dove.

The brief: cast deaf women – non-actors – who use sign language to connect to their worlds every day, and have fascinating, fresh perspectives on hands.

Our casting session was held in sign language by two interpreters, a signing producer and our director to ensure our cast understood the process and felt comfortable in opening up to us.

Loren poetically described her hands as ‘energizer bunnies’ that never stop working. She has a charismatic signing style our deaf production team found enchanting.

Sarah and Anuja had such deep, emotional connections to their families and communities which helped our film break stereotypes of deaf people being isolated - in Anuja's words, she's a 'social butterfly.'

Impact: 100% positive sentiment:

'Love how artistic it is, showing the beauty of sign language. Really nice.'

'Represents Dove’s values.'

'Hands really are everything to us.'

Reach: 43.6K runs in Cinema, 60s TV, digital and social.

Engagement: 410.7 M Impressions.

Brand perception: Huge impact on ASL community:

“Proves Dove really does value diversity.”

“Dove is an inclusive brand.”

“To see a deaf person in a spot like this is a big deal for our community.”

Achievement against objectives: Reappraisal among Competitor users:

“I use my hands a lot when I speak, but this is their form of communication. It made me think differently about how important my hands are to me. I thought the idea was beautiful.” - Lydia, competitor user