BRIEF
Every Vietnamese Women’s Day, Dove celebrates women’s hair with large-scale campaigns. Then came 2020, the year of global pandemic. No shoots. No grand hair moments. Our challenge: deliver a meaningful campaign without breaking any rules.

INSIGHT
Hair isn’t only for special occasions. During lockdown, women embraced their hair as it was: practical, comfortable, and real. No elaborate styling, just the everyday hairstyles that quietly carried them through long days and harder moments.

IDEA
We elevated the ordinary by giving these everyday hairstyles names, because no hair is too mundane to be celebrated.

Through the Hair Catalog 2020, we honored not just hairstyles, but the resilience and optimism women showed in one of the darkest years.

Instead of a traditional shoot, we asked consumers to share their real, at-home hair moments. We then wove them into a digital-first visual world inspired by digital platforms — where life had temporarily moved — making the campaign deeply relatable, timely, and refreshingly real.

Client: Dove Hair - Unilever Vietnam
Agency: T&A Ogilvy
Creative: Huong Nguyen, Lam Phan
Graphic motion: Callimotion