Brand Dove has successfully hijacked the mannequin challenge craze to drive its 'Real Beauty' philosophy with this video.
Real women of different colour and sizes pose still with mannequins at a fashion store, as one would expect in a mannequin challenge video. Dressed like the mannequins they stand next to, they are not the ones being challenged though. One of them holds up a sign which reads: 'Let's challenge mannequins to look more like us.'
Ogilvy London, the agency behind the campaign, might want to start saving up for awards entries in 2017. To us, this has won already.