It's time to dust off the dm spring campaign message! #loveyourself!
It's been almost a year since people have been spending a good part of their time in quarantine with smaller or larger interruptions due to Covid19. This is not necessarily a negative thing, as I, for example, would never have known without quarantine that there are cracks in five places on the living room ceiling, or that spider remains can also be removed from the wall with an eraser.
This period teaches us many things. It teaches patience, the importance of solidarity, and allows space for those things that always get pushed to the background in our rushing everyday lives (this isn't so important, I don't have time for this now, I'll catch up later).
Change begins within you!
We can take out the book we bought 3 years ago, which lies under the table leg to keep it from wobbling, we can finally paint the bedroom walls a bright pink, and we can learn new things. But most importantly: we finally have time to take care of ourselves. We have been given time to reflect on what we want from life and there may also be time to get to know and accept ourselves. Perhaps this is the greatest gift during this period.
dm launched its motivational campaign built on personal stories at the end of 2019 („Change starts within you”).
As a continuation of the previous campaign, the „We are beautiful just the way we are!” campaign film debuted this March and is special because it tells things that a man really needs to know. The spot provides insight into the constant struggles of women and showcases their everyday difficulties and their evil demons: the constant pressure to conform, self-torment, and constant self-criticism.
As mentioned in the short film: „We women are our own biggest critics.” The distorted mirror truly exists for us. When a woman looks at herself in the mirror, she can notice hundreds of tiny flaws. The crooked toe, the cellulite on her thighs, a crack on her belly, a larger mole on her face, or a small gap between her teeth, and similar „flaws.”.
The campaign film emphasizes the danger of comparing oneself to others, highlighting how much harm can be caused when someone constantly measures themselves against another. How often do we think that we are too old or too young for something, and besides: our mouth is too narrow, our hair is too thin, and we could list the flaws. dm declares war on this mindset: we (both men and women) must learn to accept and love ourselves. And this certainly involves struggle.
#loveyourself!
We are more accepting of others„ flaws, we forgive others more easily than ourselves. As stated in the campaign film: "Thinking of yourself as ugly is the easiest.”, doing something about it is the real challenge. Thanks to Covid19, we have been given time to be able to change, to be able to grow.
The campaign film does not overly push the brand, products are not seen anywhere. At the end of the spot, the message of human relationships and the willingness to help each other is conveyed, which is expressed by dm employees. dm builds a brand while also giving: help, encouragement, and faith that we can do it!
„Finding yourself attractive is a matter of practice.”
Practice, since you have time now, and don't forget #loveyourself! Somehow as it is mentioned in the DM campaign film.
