DOVE | Nope, I Won’t Get It
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SiHyun Lim has just won a gold medal in archery at the Paris Olympics. And she has a recognizable scar on her chin due to countless bow-pulling training. And during the post-match interview, one of the Korean reporters asked,
"Are you going to get plastic surgery for your chin scar?"
Dove, who fought for more than 25 years to raise self-esteem for women, thinks this incident is a significant problem since Korea has one of the biggest plastic surgery industries.
And to inspire the next generation of girls, we're partnering with SiHyun Lim to make a statement that she won't get plastic surgery.
CASE STUDY
PROBLEM
SiHyun Lim is a South Korean archer and Olympic gold medalist.
After countless training sessions and pulling the bow up to her face, Sihyun has a little scar on her chin. A Korean reporter asks, "There's a mark on your chin from the bowstring. Have you ever considered getting a procedure for it?"
IDEA
We’re going to celebrate the most iconic scar in the world.
PRODUCT
By collaborating with all the products that sponsor Sihyun, we’re going to tease the scar.
on the International Day of the Girl, we’ll launch a series of billboards that reveal our intention.
