Dove cracks the code for AI beauty standards

Dove – The Dove Code

Credits

Agency SOKO/Sao Paulo
Production Company Saigon
Director Juliana Curi

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Credits

Agency SOKO/Sao Paulo
Production Company Saigon
Director Juliana Curi
Audio Production Hefty Audio
Editor Amy Rosenberg
Music Production and Licensing Big Sync Music/USA
VFX The Mill/New York
Creative Director Justin Mcmullen

Music Producer Cris Botarelli
Senior Executive Producer Matthew Loranger
Executive Producer Marcelo Altschuler
Music Producer Otavio Cavalheiro
Music Supervisor Alexandra Carlsson Norlin
Music Producer Celso Moretti
Executive Producer Carol Pessini
Creative Director Christian Nielsen

Music Producer Tuco Barini
Creative Director Jeffrey Dates
Music Producer Rud Lisboa
VFX Producer Nicole Melius
VFX Producer Dara O’ Cairbre
VFX Producer Chloe Gauthier
Music Producer Edu Luke
Additional VFX NASH/Sao Paulo

DP Barbara Alvarez
Post Producer Regina Mimi
Colorist Adonias Dantas
Editor Malu Leopassi
Post Producer Claudia Rocha
Chief Creative Officer Felipe Simi
Chief Creative Officer Rafael Ziggy
Creative Director Sina Taherkhani

Executive Creative Director Rafael Alves
Executive Creative Director Marina Cota
Line Producer Cris Moura
Executive Creative Director Vinicius Chagas
Head of Design Diego Limberti
Post Producer Renan Marques
Creative Leader Juliana Jabra
Creative Leader Nayara Lima

Copywriting Lucas Abreu
Copywriting Vitoria Ferrari
Art Director Heloisa Lima
Art Director Pedro Miranda
Senior Producer Barbara Raffaeli

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With the ongoing growth of AI for image generation and interpretation, one thing has been made pretty clear: the biases inherent in human society are only amplified by our new robot overlords.

Thankfully, after 20 years of its Campaign for Real Beauty challenging stereotypes and standards in the 'real' world, Dove is taking the fight to the machines; challenging and transforming the portrayal of women on AI-generated content.

Created by Brazilian independent agency Soko, The Dove Code not only voices the brand's commitment to never using AI to replace real women in its ads, it also introduces 'Real Beauty Prompt Guidelines' - easy-to-use guidance on how to create images that are more representative of Real Beauty on the most popular generative AI programs, for anyone that chooses to explore this new technology.

Showcasing the results is a thought-provoking film produced by Saigon and directed by Juliana Curi in partnership, featuring genuine results from AI tools using the prompts shown.

"We are honoured to lead the global campaign creative marking the 20 years of Dove advocating for Real Beauty," explains Brisa Vicente, Partner and co-CEO of Soko. "The prevailing trend within AI-generated imagery showcases a homogenized beauty standard—mainly featuring blonde hair and depicting white, tanned skin—mirroring societal biases.

"When Soko tested prompts for women's imagery adding 'according to Dove real beauty campaign' we realized the results were dramatically more diverse, inclusive and real. That's a code Dove embedded on AI forever because of 20 years of campaigns for real real beauty.

"Dove changes AI, because the brand has been actually changing beauty."