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Category
Targeted Video / Online
Annual ID
OS22_DM062M
About the Work
Since 2004, Dove has been fighting unrealistic beauty standards. Sadly, it's far worse today: instead of the media distorting their images, young girls are doing it to themselves. In fact, 80% of girls are now using retouching apps by the age of 13. This level of distortion is causing selfie dysmorphia and has even been cited as the lead cause for an increase in teen suicides.
We wanted to start the debate and drive awareness of this important issue at a societal level, especially among parents who were unaware of the harm retouching apps and photo filters have on girls' self-esteem.
Through the experiences of real girls, we created a film that shined a light on the pressures of social media and the dangers of retouching apps to children around the world: "Reverse Selfie" follows the true story of Grace and the editing apps she uses to achieve the 'ideal' selfie. The same harmful and readily available editing apps that are in the hands of billions of girls. Every filter and retouched blemish were authentically recreated based on the tools Grace and the girls from our cast use to edit their selfies every day.
Through film and social, we targeted parents and guardians directly, encouraging them to have the 'selfie talk' and educate a girl they know about the dangers of social media and editing apps. Running in 15 different markets across TV, digital, print and OOH, the campaign had 6 billion earned media impressions so far, driving a +2,650% increase of the Dove Self-esteem toolkit downloads in the first week. 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 in schools.
We wanted to start the debate and drive awareness of this important issue at a societal level, especially among parents who were unaware of the harm retouching apps and photo filters have on girls' self-esteem.
Through the experiences of real girls, we created a film that shined a light on the pressures of social media and the dangers of retouching apps to children around the world: "Reverse Selfie" follows the true story of Grace and the editing apps she uses to achieve the 'ideal' selfie. The same harmful and readily available editing apps that are in the hands of billions of girls. Every filter and retouched blemish were authentically recreated based on the tools Grace and the girls from our cast use to edit their selfies every day.
Through film and social, we targeted parents and guardians directly, encouraging them to have the 'selfie talk' and educate a girl they know about the dangers of social media and editing apps. Running in 15 different markets across TV, digital, print and OOH, the campaign had 6 billion earned media impressions so far, driving a +2,650% increase of the Dove Self-esteem toolkit downloads in the first week. 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 in schools.
2022 Awards
Total Points: 3
Merit
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
Chief Strategy Officer
Ben Kay
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
Sally Heath
Verity White
Photographer
Sophie Harris-Taylor
Producer
Simon Eakhurst
Strategist
Cristina Diago
Film Producer
Sally Lipsius
Sue Lee Stern
Global Executive Creative Director Unilever
Daniel Fisher
Head of Art
Matt Nankivell
Senior Social Strategist
Justin Jackson
Account Manager
Grace Boyle
Composer / Arranger
Philip Kelin
Engineer
Munzie Thind
Global Brand Director. Dove Masterbrand
Edo Briola
Global Brand Manager, Dove Masterbrand
Alix Colin
Hugo Rawlinson
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 Managing Director - Dove Management
Jo Bacon
Global Managing Partner
Sam Pierce
Global Strategy Partner
Ila De Mello Kamath
Global Vice President - Dove Masterbrand
Leandro Barreto
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
Project Manager
Zahra Mair
Retoucher
Justin Shurmer
Senior Art Producer
Chloe Jahanshahi
Stills - Photography
Swerve Represents / London
Stills Producer
Lucy Barbour
VFX Artist
Carl Godwin-Alvarez
Lucas Warren
Tom Clapp
VFX Supervisor & Lead Flame Artist
Phil Oldham
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