The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Out of Home / Billboards & Transit
Annual ID
OS_DM21_008G
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 an integrated 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, we transformed the most impersonal outdoor medium, into something personal: we thanked them directly through strategically placed billboards right beside their hospitals and along their routes home. By identifying their commute and shift times, we programmed our DOOH to broadcast our tributes to them at the exact time their shifts started and ended. Through use of digital outdoor, we gave frontline workers a dose of encouragement to keep on saving lives.
The campaign instantly touched the hearts of frontline healthcare 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. In social, the campaign has garnered unprecedented engagement rates in all markets. 349% increase in Facebook engagement. 1,599% increase in Twitter engagement. 99% positive sentiment on social and in the first 24 hours of launching, our hashtag was used 360,000 times.
Launched in North America, it was adapted and initiated globally in 15 markets, with each country honouring healthcare workers from their local market, going live across several major TV networks. 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, we transformed the most impersonal outdoor medium, into something personal: we thanked them directly through strategically placed billboards right beside their hospitals and along their routes home. By identifying their commute and shift times, we programmed our DOOH to broadcast our tributes to them at the exact time their shifts started and ended. Through use of digital outdoor, we gave frontline workers a dose of encouragement to keep on saving lives.
The campaign instantly touched the hearts of frontline healthcare 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. In social, the campaign has garnered unprecedented engagement rates in all markets. 349% increase in Facebook engagement. 1,599% increase in Twitter engagement. 99% positive sentiment on social and in the first 24 hours of launching, our hashtag was used 360,000 times.
Launched in North America, it was adapted and initiated globally in 15 markets, with each country honouring healthcare workers from their local market, going live across several major TV networks. 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
Group Creative Director
Juliana Paracencio
Christian Horsfall
Executive Producer
Darryl Bolton
Kristina Anzlinger
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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