unofficial
student ambassadors

Brand: Dove

Awards: 2025 ADDY Awards
Single Occurrence or Installation Silver
Campaign Silver

In South Korean universities, student ambassadors are selected at the beginning of each semester to represent the school and its students. However, only a few individuals are chosen based on the conventional idea of beauty rather than their "Real Beauty." This practice has fostered a stereotype that only those who fit traditional beauty standards can serve as ambassadors, significantly impacting the self-esteem of their peers. We collaborated with Dove, a brand that celebrates natural beauty, to design an unofficial ambassador campaign to address this. This initiative encourages students with diverse personalities and backgrounds to be represented in their schools through outdoor ads.

Unofficial
Student Ambassadors

Launch a campus beauty platform where students nominate
real ambassadors—celebrating diversity, not uniformity.

Campus Takeover OOH

Feature these student ambassadors on campus
billboards, papers, and magazines during back-to-school season.

#RealBeautyAmbassador Challenge

Start a TikTok challenge encouraging students to nominate the next wave of ambassadors, turning self-expression into a movement.