The Dove Real Beauty campaign was conceived in 2004 during a 3-year creative strategic research effort, conducted in partnership with three universities in four cities around the world, led by Joah Santos. The creative was conceived by Ogilvy & Mather Düsseldorf and London. The research created a new advertising strategy, which Joah Santos later named “mission strategy”. The new strategy led to all top 5 Campaigns of the Century, as rated by AdAge. The strategy discarded the brand essence ladder typically used by Unilever and called for a mission strategy “To make women feel comfortable in the skin they are in, to create a world where beauty is a source of confidence and not anxiety.” All campaigns for Dove Real Beauty need then to follow the mission set forth, each with their own insight. The initial campaign insight/tension was an indication that only 2% of women consider themselves beautiful.