Gender equality is making real progress in many fields in China, but the film industry still falls far behind. It is still largely dominated by men, only 16.7% of directors are female - it seems that women are excluded from the pleasure of pursuing their passion. As a brand that has always stood for pleasure, Dove saw an opportunity to champion women pursuing their passion despite systemic challenges. With an all-female crew film under the theme “put pleasure first”, Dove created opportunities for women in the film industry to pursue their pleasure. Our response to gender inequality was larger than just advertising, but action. As a result, the campaign was a massive success. It put Dove back in the cultural conversation, generated disproportionately large impact, refreshed the brand’s outdated image, started a discussion on gender inequality in the film industries, and as a result, sales saw exciting YOY growth with even less budget compared to same period previous year.