Dove’s Body & Soul joins Cultural Olympiad 2010
The festival celebrating arts and popular culture throughout the Vancouver Winter Olympic games will showcase the Unilever play along with 35 other works, including a piece from the National Ballet of Canada.
Unilever’s Body & Soul, a play developed for the Dove Pro-Age brand to challenge society’s view of beauty and aging, will be showing at the Cultural Olympiad 2010 in Vancouver. The play, which was shortlisted in the Titanium and Integrated category at Cannes last month, is one of 35 new projects chosen for the 60-day festival showcasing Canadian and international arts and popular culture.
‘Body & Soul is an extension of this effort to make more women – regardless of their age – feel beautiful everyday,’ Sharon MacLeod, marketing director for Dove and skin care at Unilever, tells MiC. ‘Cultural Olympiad 2010 is another opportunity to celebrate this message and widen the definition of beauty.’ p>
MacLeod says she hopes the play, written by Canadian playwright Judith Thompson, will reach women from around the world who will attend the Cultural Olympiad. The festival begins before and runs throughout the Olympic games (Jan. 22 to March 21, 2010). It includes theatre troupes, jazz acts and contemporary artwork, including pieces from The National Ballet of Canada and the Royal Winnipeg Ballet.