The Dove Play

In a groundbreaking way, we set out to smash the stereotypes that women over 45 face, connect with our Dove Pro•Age target and prove that ‘Beauty has no age limit.’ The result was ‘Body & Soul’, an original play we created, conceived and staged. Written and performed by 13 ‘real’ women over 45, with no previous acting experience, it was directed by world-renowned, Order of Canada winning playwright Judith Thompson. The play opened to sold-out crowds in Toronto, set box office records and generated over 127 million media impressions. Our documentary film ‘Finding Body & Soul’, directed by Emmy-award winning documentarian Veronica Tennant, has aired twice on national tv. A second run of the play began the following summer, and a third run was performed during the Winter Olympics in Vancouver.

Body & Soul case study video

Body & Soul Play Poster

Pictured is the Dear Body audition party in a box kit along with the contents inside.

DEAR BODY AUDITION PARTY in a box
250 of these kits were sent to brand influencers and members of the media, containing everything they’d need to host a “Dear Body” party and audition for the play. The results were astounding – full page articles of newspaper and magazine coverage, national news segments, and hundreds of submissions.

A double page spread of the Dear Body play announcement that explained how to audition by writing a letter to your body.

DEAR BODY MAGAZINE ANNOUNCEMENT AD/invitation to audition

A photo of Judith Thompson, play director and the 12 "real women" cast members of the Dove play.

Announcement ad introducing the cast