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.
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Category
Innovation & Transformation / Innovation in Direct Marketing
Annual ID
OS_DM21_039B
About the Work
For over 60 years, Dove has been taking action to represent real beauty; working to shatter stereotypes. We know from research that if women don’t feel represented, it can hold them back from reaching their full potential. For the past fifteen years, Dove has been consistent with cultivating its ‘Real Beauty’ concept. And as it grew bigger and bigger, we were able to make a true change in how the brand represented real women across its communication. Unfortunately, too many other brands did not make the same effort. In order to tackle this problem once and for all, we needed to intervene precisely where these decisions were made: the casting sessions.
We worked with different independent casting agencies to take on this challenge and advance this ground-breaking mission. First, by shooting our own casting session with real beauty models from Project #ShowUs. Then, we used those videos to infiltrate actual international casting calls. Each of the tapes had a simple message to encourage inclusion: “If you choose me, and show me as I really am, Dove will cover the cost of my appearance fee”. It’s on Us. Why? Because real beauty deserves to be seen and celebrated in the media, advertising and all areas of life.
This execution provoked a conversation exactly where and when it needed to occur: the production meetings.
We worked with different independent casting agencies to take on this challenge and advance this ground-breaking mission. First, by shooting our own casting session with real beauty models from Project #ShowUs. Then, we used those videos to infiltrate actual international casting calls. Each of the tapes had a simple message to encourage inclusion: “If you choose me, and show me as I really am, Dove will cover the cost of my appearance fee”. It’s on Us. Why? Because real beauty deserves to be seen and celebrated in the media, advertising and all areas of life.
This execution provoked a conversation exactly where and when it needed to occur: the production meetings.
2021 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
LOLA MullenLowe / Madrid
Production Company
7 Films
Post Production Company
7 Films
Art Director
Felipe Antonioli
Gines Gomez
Yan Graller
Creative Director
Jorge Zacher
Kevin Cabuli
Executive Creative Director
Tomas Ostiglia
Group Creative Director
Kirk Gainsford
Music Supervisor
Tristan Barton
Product Manager
Felipe Calvino
Writer
Joaquin Cuadrado
Jorge Zacher
Account Supervisor
Flora Bell
Global Business Director
Tom Elliston
Global Dove Masterbrand Assistant Brand Manager
Isabella Revelli
Global Dove Masterbrand Senior Brand Manager
Hugo Rawlinson
Global Dove Masterbrand VP
Sophie van Ettinger
Head of Planning
Lucas Rodriguez
realizador
Nina van Rensburg
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