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2022 One Show - Out of Home

Reverse Selfie

Agency Ogilvy UK / London

Client Dove


Craft / Writing

Annual ID


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 media distorting their images, the young girls are distorting their own selfies using retouching apps. A disturbing trend that has been exacerbated by social media pressures and phone time during the pandemic. In fact, 80% of girls are now using retouching apps by the age of 13. This level of distortion is going as far to cause selfie dysmorphia and a rise in cosmetic surgery. It’s something parenting groups are becoming increasingly anxious about. 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 image 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. Everything was authentic. Through larger format billboards such as static 48 Sheet, and smaller ones such as Static 6 Sheet and D6S digital OOH, we were able to create a visually striking reveal: on one side, we have the digitally altered version of the girls, and on the other side, we revealed the girl’s true self, free of any editing. The difference between the two sides left us all startled, even shocking the girls themselves. 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: 3




Ogilvy UK / London

PR / Marketing

Edelman / New York

Production Company

Independent / London

Post Production Company

Absolute / London

Media Distribution Company

Mindshare / New York

Art Director

Liam Bushby


Alison Steven

Creative Director

Juliana Paracencio


Benito Montorio

Director of Photography

Steve Annis

Executive Creative Director

Daniel Fisher

Executive Producer

Sally Heath
Verity White


Sophie Harris-Taylor


Simon Eakhurst


Cristina Diago


Munzie Thind

Project Manager

Zahra Mair


Justin Shurmer

Account Manager

Grace Boyle

Chief Strategy Officer

Ben Kay


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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