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Dove's 'Get Unready' Campaign: Reimagining Self-Care in 2025

Agency
Ogilvy
Brand
Dove
Platforms
None
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Dove's 2025 'Get Unready' campaign redefined self-care as a comforting ritual, celebrating 65 years of innovation. Launching post-New Year's Eve, the campaign's visuals, shot by Sandro Miller, captured the authenticity of after-parties, evoking the joy of unwinding. Mele Melero emphasized the campaign's focus on finding beauty in unfiltered moments. The initiative continued year-round, highlighting similar 'unready' experiences across cultures. The campaign's emotional resonance and strategic alignment with Dove's brand ethos underscored its success in redefining beauty and self-acceptance.

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Original write-up, full visuals, full context.
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Published around: June 20, 2025 ?
Added to Agency Inside: March 22, 2026

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