Dove is tapping into the trend for selfies in its latest branded content initiative. It has created a seven-minute short film for the Sundance film festival to mark 10 years of its Real Beauty campaign.
“Selfie” follows teenage girls from Massachusetts and asks them and their mothers to take photos of features they dislike. It then created a gallery of the images to get the mothers and daughters talking about the issue. Dove wants to highlight how mothers influence the way their daughters feel about their bodies.
The film was directed by Academy Award-winning documentary filmmaker Cynthia Wade.
