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Category
Integrated Branding Campaign
Annual ID
OS22_IG006S
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.
Through the experiences of real girls, we created a campaign 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, print, social and body-positive campaigner, Lizzo, our campaign called on parents and guardians to have the ‘selfie talk’ and educate a girl they know in the dangers of social media and editing apps.
Integration was integral to our campaign as we needed to speak to a wide range of people, firstly across America and then around the world. We ensured our campaign had multiple angles in order to deliver our message: TV, OOH and Print allowed us to tell more of the narrative, whereas PR, digital and social allowed us to expose the dangers of social media on the platforms themselves. Integration was also key to the 6 billion global impressions and downloads of the ‘selfie talk’ confidence kit, 66.3M teenagers reached on TikTok, and +2,650% increase of toolkit downloads in the first week, becoming an educational tool in schools.
2022 Awards
Total Points: 21
Silver 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
Sally Heath
Verity White
Photographer
Sophie Harris-Taylor
Producer
Simon Eakhurst
Strategist
Cristina Diago
Engineer
Munzie Thind
Project Manager
Zahra Mair
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
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 Executive Creative Director Unilever
Daniel Fisher
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
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
Carl Godwin-Alvarez
Lucas Warren
Tom Clapp
VFX Supervisor & lead flame artist
Phil Oldham
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