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.

2022 One Show - Print

Reverse Selfie

Agency Ogilvy UK / London

Client Dove


Craft / Photography

Annual ID


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 print, 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 striking photographs show the level of distortion achievable. 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 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. The difference between the two sides left us all startled, even shocking the girls themselves. Our global campaign has spanned 15 different countries, calling on parents and guardians to have the ‘selfie talk’ and educate a girl they know in the dangers of social media and editing apps. We’re also proud to say that our campaign is being used as an educational tool in schools.

2022 Awards

Total Points: 21



Ogilvy UK / London

PR / Marketing Agency

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

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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