Dove - “reCAPTCHABeauty”

We wanted to use a digital 'hacking' technique for this project. The campaign would focus on the widespread 'Captcha' system on almost all websites. Our reCatpcha would prompt the user to select the beautiful parts of the female models we presented. The user must choose all the available boxes to be allowed to proceed to the next page. We wanted to create a body-positive campaign for women that a major company like Dove and the UN Women's Foundation could find interesting.

Copywriters: Taylor Henderson, Claudia Güell Art Director: Lika Keshelava