ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Design for Good / Advertising - Single
Annual ID
ADC104_ADV035S
Background
“The Code” was created by Brazilian independent agency Soko to challenge and transform the portrayal of women on AI-generated content. By showcasing the embedded Dove’s principles into AI, the campaign seeks to redefine what beauty looks like in the digital age, keeping it real and diverse. At the heart of the campaign Dove commits to never using AI to replace real women in its ads.
Creative Idea
The Code is a two-minute short film featuring a woman prompting an image generator to create images of a confident woman and the most beautiful woman in the world. The resulting photos are of blonde, thin, white women, representing a stereotypical beauty standard that leaves the main character disheartened. The video ends with what the most beautiful woman in the world looks like according to Dove’s Real Beauty standards.
Insights & Strategy
For two decades, Dove has been at the forefront of a transformative campaign, challenging societal norms, media portrayals, and industry standards to redefine what it means to be beautiful. At the heart of the campaign Dove commits to never using AI to replace real women in its ads. By showcasing the embedded Dove's principles into AI, the campaign seeks to redefine what beauty looks like in the digital age, ensuring of beauty.
Execution
The film showcases 100% actual results from AI tools using the prompts shown, all embodied in the classical "Pure Imagination" song performed exclusively for the campaign by rising singer Victoria Canal. “The Dove Code” presented [editor] Amy Rosenberg and [director] Juliana Curi with an ideal opportunity to demonstrate a shared belief that craft and socio-cultural impact can and should coexist. Together they aimed to create an atmosphere that symbolically represented the digital world while maintaining premium craft worthy of celebrating the brand’s 20-year legacy of “Real Beauty.”
Results
To help set new digital standards of representation, Dove has created the Real Beauty Prompt Guidelines, easy to use guidance for the AI curious and content creators as a starting point to challenge the beauty bias in AI and strive to create images that are representative of Real Beauty on the most popular generative AI programs.
2025 Awards
Total Points: 21
Silver Cube
Credits
Agency
Soko/Droga5
Production Company
Saigon BR / Sao Paulo
Post Production Company
Cut+Run / Santa Monica
Art Director
Heloisa Lima
Pedro Miranda
Eduardo Diniz
Chief Creative Officer
Rafael Ziggy
Copywriter
Lucas Abreu
Vitoria Ferrari
Creative Director
Christian Nielsen
Jeffrey Dates
Director
Juliana Curi
Director of Photography
Barbara Alvarez
Editor
Amy Rosenberg
Executive Creative Director
Marina Cota
Rafael Alves
Vinicius Chagas
Artist
Amy Rosenberg
Assistant Editor
Thomas De la Rossa
Executive Producer
Carol Pessini
Marcelo Altschuler
Cirilo Bonazzi
Head of Design
Diego Limberti
Sr. Executive Producer
Matthew Loranger
Account Management
Bruna Chamlian
Patricia Aguiar
Additional Editor
Malu Leopassi
Audio Engineer
Celso Moretti
Tuco Barini
Edu Luke
Renan Marques
Co-CEO
Brisa Vicente
Compositor
Daniel Miller
Piotr Bednarczyk
Katerina Arroyo
Ryan Wehner
Creative Leader
Juliana Jabra
Nayara Lima
Founder and CEO/CCO
Felipe Simi
Head of Production
Brady Austin Fiero
Head of Sales & Strategy
Victoria Scaff
Managing Partner
Amburr Farls
Post Production
Regina Mimi
Production Coordinator
Katiucia Soares
Research & Creative Collaboration
Maluhy Camila
Camy Eiró
Set Designer
Poliana Feulo
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