Verbatim Unites with Ogilvy Toronto and Dove to Create #BeautifullyRealMoms Campaign
Award-winning photographer Lynsey Addario from Verbatim, the new commercial assignments agency, has teamed up with Ogilvy Toronto and Dove Canada to shoot a series of portraits for a national campaign to promote its new Baby Dove product line.
Created to draw attention to the pressure first-time mothers feel to be perfect in their new role, Ogilvy commissioned world class photojournalists including Lynsey Addario to capture the real side of motherhood as rarely seen before. Six new mothers and their babies were documented over the course of 48-hours to illustrate joys, challenges and adjustments they face as they navigate their new role.
The campaign, #BeautifullyRealMoms, features a series of raw and unfiltered photographs depicting the beautifully real moments of first-time parents with their babies in a specially created online photography gallery. See the gallery here: www.dove.ca/BeautifullyRealMoms
Mothers are also being encouraged to share their own photos to inspire other new moms and support the movement.
Leslie Golts, marketing manager for Dove in Canada, said: “We wanted this campaign for our first full “tip to toe” product range for babies to celebrate the beauty that exists in becoming a new parent. Lynsey Addario, with all her skills and experience telling the unique stories of mothers and their babies through her intense and striking work, was the ideal photographer to shoot this campaign for us. Lynsey’s images are stunning and we are delighted to have been able to work with her.”
Aidan Sullivan, CEO of Verbatim, said: “When Ogilvy approached Lynsey to participate in this project, we were really excited. This project typifies what we are trying to do with Verbatim, giving brands access to our remarkable visual storytellers and their unique skills to bring powerful, compelling and authentic narratives to their commercial campaigns and connect with their audiences.”
Addario is an award-winning American photojournalist based in London, UK, who regularly photographs for TIME, National Geographic, and The New York Times. For the past 20 years, Addario has devoted her career to documenting the toll of war and other humanitarian crises on civilians, with a particular focus on women’s issues. With her coverage of maternal mortality, rape as a weapon of war, and self-immolation in Afghanistan, she has turned an unflinching lens on women who might otherwise be forgotten. Over the past four years, Addario has built a significant body of work as a witness to the exodus from Syria, photographing in Syria, Turkey, Lebanon, Jordan and Greece. Her best-selling book "It's What I Do: A Photographer's Life of Love and War," is now available in paperback and is soon to become a feature film directed by Steven Spielberg starring Jennifer Lawrence in the leading role.
Genre: Photography , Storytelling