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.
Learn more about The One Show 2026
Category
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID
OS24_FI074M
About the Work
The creative idea behind Dove's gaming campaign was to promote inclusivity and authenticity in the gaming world by challenging narrow beauty standards and sexualization of female characters. Dove worked with Real Beauty models to create 3D video game characters that were made available for free download on their website. The campaign also included the development of Real Beauty training modules for game developers to improve in-game representation of beauty. The campaign was launched with PR outreach in the UK, Canada, and the US, and was supported by influencers and a paid advertising campaign. The campaign's centerpiece was a short film that depicted the story of Cinthia, a sexualized gaming character who decides to reveal her true, authentic self. The film highlights the issue of underrepresentation of women in the gaming industry, and Dove's partnership with Unreal Engine and Women in Gaming to address this issue.
2024 Awards
Total Points: 3
Merit
Credits
Agency
LOLA-MULLENLOWE S.L.U / Madrid
Production Company
Passion Pictures
Post Production Company
Unlisted
Art Director
Pedro Mezzini
Sam Klughertz
Copywriter
Augusto Callegari
Creative Director
Jorge Zacher
Kevin Cabuli
María García Campos
Director
Againstallodds Againstallodds
Executive Creative Director
Tomas Ostiglia
Executive Producer
Juliette Stern
Katie Mackin
Producer
Jorge Saade
Marina Saro
Head of Strategy
Camilla Facin
Global Account Director
Bárbara de la Plaza
Head of CG
Simon Brown
Head of Production
Felipe Calvino
Managing Director
Tom Elliston
Related Awards
