While every other video challenged people to be like mannequins, we proposed the complete opposite: that mannequins should be more like us.

Dove's video features real mannequins in a store, while a group of real women -- with a diverse range of body figures, skin colours and hair styles -- react to how store mannequins look.

Midway through the video, one of the women holds up a card which reads: "Let's challenge mannequins to look more like us".

At the end, we see another card in the store which reads: “Dove. #RealBeauty”.

This single post, with zero media spend, reached 1.2 million people across 49 countries.