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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.

2022 One Show - Creative Effectiveness

Courage is Beautiful

Agency Ogilvy UK / London + Ogilvy / Toronto

Client Dove

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.

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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