Dove is turning 50 in Canada this year, and the brand is mark the milestone with a new campaign, featuring ‘real’ Canadian women. 

More than 4,000 women – age 30 through 101 – responded to the open casting call held earlier this year. Fifty women who have birthdays within the campaign timeframe, and they will be featured in advertising now through October 28th.

The women were chosen for their belief that birthdays are something to celebrate at any age.

Sharon MacLeod, Vice President, Unilever North America, said:

“This campaign continues the work of the Dove Self-Esteem Project in encouraging women to think about how they view their own beauty and to see their age as something to celebrate.”

Earlier this year, Dove marked the 10th anniversary of its Real Beauty Campaign with the short film, Selfie.

Last year, the brand’s short film, Sketches, went viral with more than 114 million views.