The One Show
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Category
Cultural Driver
Annual ID
OS22_CD003B
About the Work
Since 2004, Dove has been fighting unrealistic beauty standards. Sadly, those same unrealistic beauty standards still exist today and it’s far worse: instead of the media distorting their images, the young girls are doing to themselves. This level of distortion is causing selfie dysmorphia, a rise in cosmetic surgery and has even been cited as the lead cause for an increase in teen suicides. With the self-esteem crisis at boiling point, Dove had a responsibility to act, we launched the modern-day follow-up to Evolution. The campaign, ‘Reverse Selfie’ embodies what it is like for young girls experiencing this pressure. Our film follows the true story of our real girl, Grace. In the film, Grace appears to be a 19-year-old woman trying to achieve the ‘perfect’ selfie. Her skin air brushed, her nose thin, her lips plumped, her eyes wide and her hair immaculate. We then reverse backwards, journeying to see all the retouching tools Grace used to create this ‘ideal’ selfie. Through close and macro shots we see her lip gloss reverse from her lips and the drip of her nail varnish return to the bottle. The distortion is troubling. When all filters are removed, to our surprise, we are left with the real 12-year-old Grace. The film gives us a small glimpse into the beauty pressures millions of girls around the world face every day.
With the help of body-positive campaigner and world superstar, Lizzo, we launched on the 20th of April 2021 and have since rolled this out in 15 different markets around the world across TV, digital, print and OOH. The premiere of ‘Reverse selfie’ at Dove submit had a reach of 78 million, driving over 20,000 Confident Kit downloads. So far, the campaign has earned 6 billion global impressions.
Expanding the campaign on Tik-Tok through the hashtag #NoDigitalDistortion, we have reached 66M users. We are also proud to say the campaign is now being used as an educational tool to spread awareness.
With the help of body-positive campaigner and world superstar, Lizzo, we launched on the 20th of April 2021 and have since rolled this out in 15 different markets around the world across TV, digital, print and OOH. The premiere of ‘Reverse selfie’ at Dove submit had a reach of 78 million, driving over 20,000 Confident Kit downloads. So far, the campaign has earned 6 billion global impressions.
Expanding the campaign on Tik-Tok through the hashtag #NoDigitalDistortion, we have reached 66M users. We are also proud to say the campaign is now being used as an educational tool to spread awareness.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Ogilvy UK / London
PR / Marketing Agency
Edelman / New York
HALPERN PR / New York
Production Company
Independent / London
Post Production Company
Absolute / London
Media Distribution Company
Mindshare / New York
Art Director
Liam Bushby
Copywriter
Alison Steven
Creative Director
Juliana Paracencio
Director
Benito Montorio
Director of Photography
Steve Annis
Editor
Sam Jones
Scott Crane
Executive Creative Director
Daniel Fisher
Executive Producer
Verity White
Sally Heath
Photographer
Sophie Harris-Taylor
Producer
Simon Eakhurst
Strategist
Cristina Diago
Engineer
Munzie Thind
Retoucher
Justin Shurmer
Account Manager
Grace Boyle
Chief Strategy Officer
Ben Kay
Composer / Arranger
Philip Kelin
Film Producer
Sally Lipsius
Sue Lee Stern
Global Brand Director. Dove Masterbrand
Edo Briola
Global Brand Manager, Dove Masterbrand
Hugo Rawlinson
Alix Colin
Global Brand Vice President - Dove Masterbrand
Sophie van Ettinger
Global Business Director
Georgie Howard
Global Business Lead, WPP Unilever
Jo Bacon
Global Design Lead
Sian Hughes
Global Dove, Executive Vice President
Alessandro Manfredi
Global Executive Creative Director Unilever
Daniel Fisher
Global Managing Partner
Sam Pierce
Global Strategy Partner
Ila De Mello Kamath
Global Vice President - Dove Masterbrand
Leandro Barreto
Head of Art
Matt Nankivell
Head of Art Production (Unilever)
Sarah Thomson
Head of Copy
Ollie Jarrott
Head of Integrated Production (Unilever)
James Brook-Partridge
Motion Graphics & Design
Jonas McQuiggan
Senior Art Producer
Chloe Jahanshahi
Senior Social Strategist
Justin Jackson
Stills - Photography
Swerve Represents / London
Stills Producer
Lucy Barbour
VFX Artist
Lucas Warren
Tom Clapp
Carl Godwin-Alvarez
VFX Supervisor & lead flame artist
Phil Oldham
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