DOVE
A MOTHER'S BODY
For Dove, we wanted to challenge the way we talk about women’s bodies after motherhood. So much of the conversation focuses on what pregnancy and childbirth do to a woman’s appearance, rather than celebrating what her body goes on to do every day.
We wanted to shift that perspective, finding beauty in the physical realities of motherhood and all the carrying, comforting, playing, feeding and loving that comes with it.
Working with poet Hollie McNish, we created A Mother’s Body, a film that celebrated mothers through the everyday actions of their bodies. Directed by Amanda Blue, intimate close-ups of real moments of motherhood were paired with Hollie’s words to turn the parts of the female body women are so often encouraged to scrutinise into something to celebrate. It gave Dove a powerful way to extend its Real Beauty platform into motherhood, championing a different definition of beauty based on what women’s bodies do, rather than simply how they look.
It went on to win Gold at Cannes Lions and receive a One Show Film Merit, recognising both the strength of the insight and the way it brought Dove’s long-standing point of view on women and beauty to life.