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Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS_BE21_030G
About the Work
Courage is Beautiful showcased powerful portraits of real frontline healthcare workers, wearing the toll of the pandemic on their faces. We turned these photographs into a campaign, launching our commitment to donate $5 million to frontline healthcare workers globally.
During the grip of the pandemic, healthcare heroes on the frontline were working double shifts and weekends, rarely having the time to tune into TV or scroll through social media. As part of Dove’s overall $5 million global commitment to COVID relief and helping healthcare workers, Dove wanted to honour these brave men and women who inspired our campaign in a heartfelt way. So besides airing our film on TV and social media, we implemented our film also over a one-month period at a more direct, local level through DOOH strategically placed near hospitals, thanking healthcare heroes personally during their shift changes. This eventually grew to become a global media campaign, running in 15 different countries; reaching a worldwide audience with over 2 billion media earned impressions.
Our campaign instantly touched the hearts of frontline workers featured in our campaign. Moreover, it struck a chord with doctors, nurses, and people around the world, reminding us that an image is truly worth a thousand words. Launched in North America, and then adapted to feature local healthcare workers in 15 countries, it was covered on CNN, The NY Times and countless more. With a few striking images, Dove challenged the definition of “beauty” yet again.
During the grip of the pandemic, healthcare heroes on the frontline were working double shifts and weekends, rarely having the time to tune into TV or scroll through social media. As part of Dove’s overall $5 million global commitment to COVID relief and helping healthcare workers, Dove wanted to honour these brave men and women who inspired our campaign in a heartfelt way. So besides airing our film on TV and social media, we implemented our film also over a one-month period at a more direct, local level through DOOH strategically placed near hospitals, thanking healthcare heroes personally during their shift changes. This eventually grew to become a global media campaign, running in 15 different countries; reaching a worldwide audience with over 2 billion media earned impressions.
Our campaign instantly touched the hearts of frontline workers featured in our campaign. Moreover, it struck a chord with doctors, nurses, and people around the world, reminding us that an image is truly worth a thousand words. Launched in North America, and then adapted to feature local healthcare workers in 15 countries, it was covered on CNN, The NY Times and countless more. With a few striking images, Dove challenged the definition of “beauty” yet again.
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Ogilvy UK / London
Ogilvy / Toronto
Production Company
Outsider Editorial / Toronto
Music / Sound Production Company
SNDWRX / Toronto
Post Production Company
UNIT / London
Associate Creative Director
Pam Danowski
Chief Creative Officer
Brian Murray
Composer
Kevin Sargent
Creative Director
Juliana Paracencio
Executive Producer
Darryl Bolton
Kristina Anzlinger
Group Creative Director
Christian Horsfall
Agency Producer
Marie-Pierre Toure
Assistant Editor
Nathan Olszewicki
Audio Creative Director
Didier Tovel
Audio Executive Producer
Alison Lawee
Global Executive Creative Director Unilever
Daniel Fisher
2D Artist
Ben McIlveen
Account Coordinator
Rebecca Tummers
Account Director
Beth Blatch
Art Producer
Chloe Jahanshahi
Jonathon Nixon
Global Brand Vice President - Dove Masterbrand
Sophie van Ettinger
Global Business Director
Georgie Howard
Global Creative Delivery Lead (Unilever)
Mike Kerry
Global Managing Partner (Dove)
Sam Pierce
Head of Art Production (Unilever)
Sarah Thomson
Head of Integrated Production (Unilever)
Matthew Jones
MD / Excecutive Producer
Ed Hoadley
Offline Editor
Billy Mead
Paul Ferdenzi
Post Production Producer
Jo Papayyianni
Programme Director (Dove)
Pia Smith-Boquien
Senior Print Producer
David Scanlon
Technical Operator
Richard Evans
Worldwide Managing Director
Aviva Groll
Worldwide Managing Partner
Nadja Bellan-White
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