Adweek: Dove Partners With EW to Showcase a Film About Bullying Directed by Debbie Allen

We’re proud to partner on this terrific campaign with Dove, enabling viewers to watch the latest Real Beauty Productions film in full through the cover of Entertainment Weekly!

Excerpt:

Dove wanted to treat its latest Real Beauty Productions film like a big movie production, so it secured the cover of Entertainment Weekly—a peel-off cover, that is.

“Readers love anything new and exciting and to be the first ones sharing it and talking about it,” said Ellie Duque, svp and publisher of EW.

The advertisement will be virtual-reality enabled, so once readers download the Life VR app, they can scan the cover and watch the film, which is directed by Debbie Allen.

“It’s the first time we’ve done something like this,” said Dove marketing director Amy Stepanian.

Read the full piece on Adweek here.