Rushes complete six sets of Dove idents for ‘Lorraine Kelly Today’

Rushes have completed work on a series of idents for a groundbreaking campaign for toiletries brand Dove, featuring six real women of varying ages, shapes and sizes.
Each woman represents a different question challenging a stereotype about beauty and offering an alternative to the youthful, blonde, pneumatic, airbrushed and unattainable supermodel images conventionally portrayed in advertising.
They include 96 year old Irene Sinclair who asks us whether she is perceived as wrinkled or wonderful and a very freckled 22 year old, Leah Sheehan asking if only spotless skin can be beautiful.
The Dove Campaign for Real Beauty aims to provoke debate about perceptions of beauty and is a response to global research revealing that many women and young girls suffer from low self-esteem and poor body image and want to see a broader representation of beauty in the media.
Rushes have created six sets of idents for ‘Lorraine Kelly Today’ in conjunction with the launch, to encourage viewers to join in the debate.
None of the women featured in the Campaign for Real Beauty are professional models but are real women representative of a broader spectrum of female beauty. Photographed by celebrity photographer Rankin, none have been airbrushed and instead present a realistic and attainable image of beauty.
Rushes Producer Danny Jones said: “From the existing print campaign, we worked very closely with the Agency team to come up with the layout and format of the idents. The stills of the female images were supplied to us shot against various white backgrounds. We had to create a matte for each image, to ensure the final backgrounds would match and then colour correct the female images to create the seamless campaign.”
(GB)