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2022 One Show - Integrated

Reverse Selfie

Agency Ogilvy UK / London

Client Dove

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

Credits

Agency

Ogilvy UK / London

PR / Marketing

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

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 and 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 and lead flame artist

Phil Oldham

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