The One Show
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Category
Craft / Use of Visuals
Annual ID
OS_SM21_037S
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.
In times of crisis, we are reminded that beauty isn’t about how you look, but what you do. And during the pandemic, frontline workers demonstrated this, bearing both the physical and emotional toll of the pandemic. Our idea was to honour them by featuring their striking portraits in film, social media, print & DOOH, alongside three powerful words across all assets that spoke volumes: Courage is Beautiful.
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. The campaign not only honoured the beautiful sacrifices made by frontline workers but also re-established Dove’s place in today’s cultural zeitgeist.
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 and gave healthcare heroes the reassurance that they’re not in this alone.
In times of crisis, we are reminded that beauty isn’t about how you look, but what you do. And during the pandemic, frontline workers demonstrated this, bearing both the physical and emotional toll of the pandemic. Our idea was to honour them by featuring their striking portraits in film, social media, print & DOOH, alongside three powerful words across all assets that spoke volumes: Courage is Beautiful.
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. The campaign not only honoured the beautiful sacrifices made by frontline workers but also re-established Dove’s place in today’s cultural zeitgeist.
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 and gave healthcare heroes the reassurance that they’re not in this alone.
2021 Awards
Total Points: 21
Silver 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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