As Dove marks 20 years of their Real Beauty campaign, the brand needs a bold evolution that reflects how self-expression, identity, and “beauty” itself have expanded. The challenge: create a campaign that broadens the definition of beauty for the next 20 years.

We often have thoughts about changing our appearance so we can feel more like ourselves, but we fear what others will think. What if we acted on those thoughts before giving ourselves the chance to hesitate?

Celebrate the moments when people choose their true selves over others' expectations. Inspire them to embrace the changes that reflect who they are becoming, and help them find the courage to express a beauty that’s personal, bold, and uniquely their own so others feel empowered to do the same.