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
Best of Creative Effectiveness
Annual ID
OS22_CE001G
About the Work
In April 2020, COVID-19 forced countries into lockdown, hospitals were over-whelmed, and soap became a weapon against the virus. Dove committed $7.5m to support healthcare workers around the world with products, equipment and donations, and asked us to announce this.
Our challenge was to honour these healthcare-workers’ incredible work without exploiting them, whilst staying true to Dove’s platform of Real Beauty in the context of a pandemic. Furthermore, we had six days, were in lockdown, and working remotely from different locations and time zones.
Beauty and a pandemic are uncomfortable bedfellows, so we threw away the beauty playbook. Our insight came from a heroic gesture by frontline-staff who started sharing pictures of their faces on social media, bruised and blistered from wearing protective masks, as a wake-up call to show the disbelievers that the pandemic was real and serious. In these extraordinary images were faces of courage and in their strength was beauty. This unlocked our strategic shift: From Real Beauty as Confidence To Real Beauty as Courage.
Our idea was to honour these healthcare-workers by featuring their powerful portraits as a way to thank them directly for their selfless actions, drawing attention to the serious message they were trying to send, whilst showing Courage is Beautiful.
On 6 April (6 days after the idea was conceived) our campaign launched on major TV networks, with assets adapted for social channels in short format lengths and shareable assets, amplifyied through influencer outreach.
To ensure healthcare workers received our thanks directly, we analysed key-workers shift patterns and commute times data to ensure we reached them between 16 hours shifts, upweighting DOOH and bus-shelters between 6-8am and pm when changeovers happened. OOH sites outside hospitals turned this impersonal digital OOH into a channel of personal gratitude. showed changeovers were 6-8am and 6-8pm.
Our challenge was to honour these healthcare-workers’ incredible work without exploiting them, whilst staying true to Dove’s platform of Real Beauty in the context of a pandemic. Furthermore, we had six days, were in lockdown, and working remotely from different locations and time zones.
Beauty and a pandemic are uncomfortable bedfellows, so we threw away the beauty playbook. Our insight came from a heroic gesture by frontline-staff who started sharing pictures of their faces on social media, bruised and blistered from wearing protective masks, as a wake-up call to show the disbelievers that the pandemic was real and serious. In these extraordinary images were faces of courage and in their strength was beauty. This unlocked our strategic shift: From Real Beauty as Confidence To Real Beauty as Courage.
Our idea was to honour these healthcare-workers by featuring their powerful portraits as a way to thank them directly for their selfless actions, drawing attention to the serious message they were trying to send, whilst showing Courage is Beautiful.
On 6 April (6 days after the idea was conceived) our campaign launched on major TV networks, with assets adapted for social channels in short format lengths and shareable assets, amplifyied through influencer outreach.
To ensure healthcare workers received our thanks directly, we analysed key-workers shift patterns and commute times data to ensure we reached them between 16 hours shifts, upweighting DOOH and bus-shelters between 6-8am and pm when changeovers happened. OOH sites outside hospitals turned this impersonal digital OOH into a channel of personal gratitude. showed changeovers were 6-8am and 6-8pm.
2022 Awards
Total Points: 90
Best of Discipline Pencil
Credits
Agency
Ogilvy UK / London
Ogilvy / Toronto
Production Company
Outsider Editorial / Toronto
Media Distribution Company
Mindshare / New York
Chief Creative Officer
Brian Murray
Composer
Kevin Sargent
Creative Director
Juliana Paracencio
Designer
Sid Tomkins
Executive Creative Director
Daniel Fisher
Executive Producer
Kristina Anzlinger
Group Creative Director
Christian Horsfall
Account Director
Beth Blatch
Agency Producer
Marie-Pierre Toure
Assistant Editor
Nathan Olszewicki
Associate Creative Director
Pam Danowski
Senior Print Producer
David Scanlon
Account Coordinator
Rebecca Tummers
Art Producer
Jonathon Nixon
Audio Creative Director
Didier Tovel
Audio Executive Producer
Alison Lawee
Chief Strategy Officer
Ben Kay
Tom Kenny
Film Editor
Chris Murphy
Global Business Director
Georgie Howard
Global Creative Delivery Lead (Unilever)
Mike Kerry
Global ECD, Unilever
Daniel Fisher
Global Managing Partner
Sam Pierce
Global Strategy Partner
Ila De Mello Kamath
Head of Art Production (Unilever)
Sarah Thomson
Head of Integrated Production (Unilever)
Matthew Jones
Offline Editor
Billy Mead
Paul Ferdenzi
Programme Director
Pia Smith-Boquien
Worldwide Managing Director
Aviva Groll
WPP Team Unilever Leader, Dove
Nadja Bellan-Whte
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