The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Creative Effectiveness

Reverse Selfie

Agency Ogilvy UK / London

Client Dove
BACK TO RESULTS

Annual ID

OS23_CE004S

About the Work

Dove has been at the forefront of the self-esteem and beauty conversation since the Campaign for Real Beauty in 2004. But by 2021, the conversation had changed. Other brands were encroaching on Dove’s position, and the leading edge of the beauty world had moved to social media. The girls of today were growing up with a faster moving, more judgemental beauty world and Dove was nowhere to be seen. Dove needed to re-establish its authority and challenge today’s culture of unrealistic beauty standards for the new generation. We knew the rise in social media usage correlated with falling beauty confidence; our challenge was to understand why. Despite our belief that social media was creating a harmful beauty environment, many teens felt it had a positive impact on self-image. Scratching under the surface we found a different story centered around innocent selfies. Filters and photo-editing apps were pressuring girls into altering their images to the point they were hardly recognisable. Our insight led to a strategic shift for Dove. It wasn’t the beauty industry, but social media’s perfectly curated selfies setting today’s unrealistic beauty standards and damaging girls’ self-esteem. Our idea to change beauty and impact selfie-culture was to utilise the format of Dove’s award-winning film from 2004 ‘Evolution’ for the selfie-generation, revealing the lengths girls go to in manipulating their selfies. The updated format showed whilst the enemy had changed, the impact hadn’t. Our campaign addressed the threat posed by filters and photo-editing apps, starting a global conversation, whilst offering help to those affected, positively impacting girls’ lives. It also drove cross-category sales and brand favourability. The campaign generated mass awareness of the issue, earning over 6bn impressions, becoming Dove’s most successful campaign to date, and re-asserting Dove’s leadership in challenging unrealistic beauty standards.

2023 Awards

Total Points: 21

Silver Pencil

PERSONALIZED
DIGITAL AWARD

View Jury

Credits

Agency

Ogilvy UK / London

PR / Marketing Agency

Edelman US / New York

Production Company

Independent / London

Post Production Company

Absolute / London

Media Distribution Company

Mindshare US / New York

Art Director

Liam Bushby

Copywriter

Alison Steven

Director

Benito Montorio

Director of Photography

Steve Annis

Editor

Sam Jones

Executive Creative Director

Daniel Fisher

Executive Producer

Verity White
Sally Heath

Photographer

Sophie Harris- Taylor

Producer

Simon Eakhurst

Strategist

Cristina Diago

Project Manager

Zahra Mair

Retoucher

Justin Shurmer

Account Manager

Grace Boyle

Art Producer

Chloe Jahanshahi

Chief strategy Officer

Ben Kay

Chief Strategy Officer, One Unilever

Lindsey Gonnella

Composer/Arranger

Philip Kelin

Design Lead, Integrated

Sian Hughes

Film producer

Sally Lipsius
Sue Lee Stern

Global Brand Director, Dove Masterbrand

Edoardo Briola

Global Brand Manager, Dove Masterbrand

Hugo Rawlinson
Alix Colin

Global Brand Vice President - Dove Masterbrand

Sophie van Ettinger

Global Brand Vice President, Dove Masterbrand

Leandro Barreto

Global Business Director

Georgie Howard

Global Creative Director

Juliana Paracencio

Global Dove, Executive Vice President

Alessandro Manfredi

Global Executive Creative Director (Unilever) & Special Projects, Executive Creative Director