How to make a stagnant chocolate brand relevant and inspiring to the youth again? That was the problem faced by Dove after 25 years in the China market and the market share leader. Many consumers saw Dove as being a brand for their parents' generation, and our years of telling cat-and-mouse romance stories was beginning to get tired. But Dove was still a champion of pleasure, it's just that our consumers idea of pleasure had moved on...and then the pandemic hit. Pleasure was more in need now than ever before. But instead of trying to define WHAT is pleasure for our consumer, we pivoted to telling them that no matter how bleak the world gets, pleasure should be their priority.

Our production for this piece was equally remarkable! China's first all-female crowdsourced film crew, shooting a script co-created using user submissions on Douyin.

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• 100m+ views in just 3 days

• Over 43,000 comments.

• Weibo hot search ranked #1.

• Douyin/Tiktok record UGC engagement 16,000 submissions