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
Billboards & Transit / Dynamic Billboards & Transit
Annual ID
OS22_OH003G
About the Work
Since 2004, Dove has been the largest educator of self-esteem in the world. Through their self-esteem project, their purpose and aim are to educate a ¼ of million girls every year. With the pandemic in full swing, retouching apps and toxic social media were affecting the self-esteem of even more young people. Dove felt a responsibility to act and call out the pressures of trying to achieve the perfect selfie. We brought this to life in OOH, reflecting the two sides of the girl, her natural self and her digital, online self. One that is manipulated and distorted through retouching apps and the other that isn’t. The startling contrast between the two grabs attention and hits home the dangers of social media and editing apps and what they can do to a young girl’s self-esteem.
We saw hundreds of young girls, all with their own stories of toxic beauty to tell. We felt compelled to share as many of them as possible. Each individual OOH told the story of an individual girl and the lengths she would go to distort her own selfie. Each was carefully and respectfully recreated using the same techniques the girls use in their editing apps. We covered the blemishes they covered and perfected the parts they wanted perfected. Through animation, we were able to create a surprising reveal in our DOOH. Everything was authentic. The difference between the two sides left us all startled, even shocking the girls themselves, it’s almost like looking at two different girls. This is only amplified with the use of the animation, creating a more shocking reveal moment for those watching. And beyond just another campaign, Reverse Selfie called on parents and guardians to have the ‘selfie talk’ with girls and it acted as an educational tool in schools.
We saw hundreds of young girls, all with their own stories of toxic beauty to tell. We felt compelled to share as many of them as possible. Each individual OOH told the story of an individual girl and the lengths she would go to distort her own selfie. Each was carefully and respectfully recreated using the same techniques the girls use in their editing apps. We covered the blemishes they covered and perfected the parts they wanted perfected. Through animation, we were able to create a surprising reveal in our DOOH. Everything was authentic. The difference between the two sides left us all startled, even shocking the girls themselves, it’s almost like looking at two different girls. This is only amplified with the use of the animation, creating a more shocking reveal moment for those watching. And beyond just another campaign, Reverse Selfie called on parents and guardians to have the ‘selfie talk’ with girls and it acted as an educational tool in schools.
2022 Awards
Total Points: 45
Gold 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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