We infiltrated real advertising casting calls and offered to pay 100% of the models’ acting fees.

This time, we decided to hack the advertising industry—from the inside. Dove infiltrated international casting calls with real beauty models and a message to encourage inclusion in their latest campaign; It’s On Us.

Dove pledges that if a brand chooses one of their models, they will pay to cover the appearance fee cost. This execution provoked a conversation exactly where and when it needed to occur: the production meetings.

“A clever move for Dove”


· €1.4 Million Earned Media

· 15.5 Million Reach