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Category
Gaming for Good
Annual ID
OS25_GA010B
Background
At a time when many brands are backtracking on their diversity and inclusion efforts, Dove’s
commitment to real and tangible action on behalf of underrepresented women continues to
set it apart. It had built deep trust with the Black community by advancing the CROWN Act,
which helps protect against discrimination based on race-based hairstyles in America.
Using its hard-won credibility garnered across decades of action, Dove is pushing into new
frontiers where representation is still a considerable challenge, and where empowerment and
expression are still often suppressed and stifled.
The gaming industry is one of those frontiers. Unlike other forms of media and advertising, the
gaming industry has been surprisingly slow to focus on increasing authentic representation of
all women on its platforms – with a real impact on gamers’ ability to see or authentically express
themselves in gameplay.
commitment to real and tangible action on behalf of underrepresented women continues to
set it apart. It had built deep trust with the Black community by advancing the CROWN Act,
which helps protect against discrimination based on race-based hairstyles in America.
Using its hard-won credibility garnered across decades of action, Dove is pushing into new
frontiers where representation is still a considerable challenge, and where empowerment and
expression are still often suppressed and stifled.
The gaming industry is one of those frontiers. Unlike other forms of media and advertising, the
gaming industry has been surprisingly slow to focus on increasing authentic representation of
all women on its platforms – with a real impact on gamers’ ability to see or authentically express
themselves in gameplay.
Creative Idea
For digital-natives, representation in gaming is as crucial as representation in real life.
But what could Dove could do about the lack of representation in gaming? After all, Dove makes
hair, skin and beauty products. It doesn’t develop games.
Research showed that 74% of developers would play a role in promoting better representation
of textured hair in video games – if they could learn how to code textured Black hair.
IDEA
We collaborated with Open Source Afro Hair Library and a team of Black 3D artists, animators,
programmers to create ‘Code my Crown’
- a 200-page downloadable guide training developers
in how to code for Black hairstyles. 15 original hair sculpts laid the foundation for hundreds of
virtual hair possibilities, offering the coding world the tools and ability to create more inclusive
and representative gaming experiences.
Gamers would see their identities more authentically mirrored in their avatars, affirming self-
perception and confidence.
But what could Dove could do about the lack of representation in gaming? After all, Dove makes
hair, skin and beauty products. It doesn’t develop games.
Research showed that 74% of developers would play a role in promoting better representation
of textured hair in video games – if they could learn how to code textured Black hair.
IDEA
We collaborated with Open Source Afro Hair Library and a team of Black 3D artists, animators,
programmers to create ‘Code my Crown’
- a 200-page downloadable guide training developers
in how to code for Black hairstyles. 15 original hair sculpts laid the foundation for hundreds of
virtual hair possibilities, offering the coding world the tools and ability to create more inclusive
and representative gaming experiences.
Gamers would see their identities more authentically mirrored in their avatars, affirming self-
perception and confidence.
Insights & Strategy
Dove commissioned research to unpack the issue. It found that 85% of Black gamers say they
feel underrepresented in video games, specifically when it comes to the depiction of their hair
textures.
This was confirmed in further qualitative research with game developers.
In an increasingly digital world, this was not a niche problem: 48% of game players identify as
female, and 29% of game players are people of colour.
Additionally, 87% of Gen-Z say they play games, a critical growth audience for Dove.
It meant that in an increasingly digital-native world, in which there were now millions of Black
female gamers, Black representation could no longer be considered a niche problem.
The underrepresentation of Black hair textures and styles in gaming presented an opportunity
for Dove to bring fresh, contemporary relevance to its mission to make beauty a source of
confidence, not anxiety, for all women.
feel underrepresented in video games, specifically when it comes to the depiction of their hair
textures.
This was confirmed in further qualitative research with game developers.
In an increasingly digital world, this was not a niche problem: 48% of game players identify as
female, and 29% of game players are people of colour.
Additionally, 87% of Gen-Z say they play games, a critical growth audience for Dove.
It meant that in an increasingly digital-native world, in which there were now millions of Black
female gamers, Black representation could no longer be considered a niche problem.
The underrepresentation of Black hair textures and styles in gaming presented an opportunity
for Dove to bring fresh, contemporary relevance to its mission to make beauty a source of
confidence, not anxiety, for all women.
Execution
First, we facilitated a partnership with celebrity natural hair stylists and OSAHL to guide
development and amplify the campaign.
We worked with Open Source Afro Hair Library and a team of Black 3D artists, animators,
programmers, and academics to develop 15 original hair sculpts that laid the foundation for
hundreds of virtual hair possibilities. Each sculpt comes with step-by-step instructions, 360-
degree photo mapping, and cultural insight so that any developer can better model and
represent textured hair and styles in the digital world.
We developed this into a downloadable 200-page guide for programmers worldwide.
The campaign was brought to life with a website, film, social content, gaming influencers and
culminated with our lead developer speaking about it at GDC.
And lastly, we engaged with major players in the gaming industry (Ubisoft , Undead Labs and
Activision) to incorporate the guide into their game development and employee training after
direct engagement.
development and amplify the campaign.
We worked with Open Source Afro Hair Library and a team of Black 3D artists, animators,
programmers, and academics to develop 15 original hair sculpts that laid the foundation for
hundreds of virtual hair possibilities. Each sculpt comes with step-by-step instructions, 360-
degree photo mapping, and cultural insight so that any developer can better model and
represent textured hair and styles in the digital world.
We developed this into a downloadable 200-page guide for programmers worldwide.
The campaign was brought to life with a website, film, social content, gaming influencers and
culminated with our lead developer speaking about it at GDC.
And lastly, we engaged with major players in the gaming industry (Ubisoft , Undead Labs and
Activision) to incorporate the guide into their game development and employee training after
direct engagement.
Results
Adoption:
Ubisoft, Undead Labs & Activision incorporated the guide into development processes - total reach 34,000 employees serving 229 million gamers globally.
We have hosted training sessions for Ubisoft, Undead Labs & Activision presenting to concept & character artists and developers, introducing them to the guide and the importance of coding for protective hairstyles.
We’re working with Undead Labs on 6-16 new hairstyles for the launch of State of Decay 3.
Engagement :
1.81B+ Earned impressions (not including press release syndication)
100% positive/neutral sentiment across earned & organic conversations
Drove 1.4k mentions & 9.7k engagements across social channels
Engagement rate of 22.9%, outperforming benchmark of 4.3% by +432%,
Brand improvement:
81% of Black Gamers said the initiative made them feel more connected with Dove
37% Black gamers and 37% Black Community said Dove is the only brand they would consider buying after seeing the initiative (+7 and +9pts respectively).
Societal change: advancing representation in gaming
2,691 guide downloads to-date
95% of Black gamers agree “the initiative has a positive impact on the gaming industry.”
Over 9 in 10 feel it has a positive impact on society overall (95% Black Gamers, 92% Black Community).
Making beauty a source of confidence, not anxiety (delivery on key mission & message):
After seeing CMC, 8 in 10 Black gamers say the initiative made them feel …
More beautiful (81%)
Proud of who they are (81%)
Proud of the way they look (82%)
Proud of their hair (82%)
Represented (85%)
Ubisoft, Undead Labs & Activision incorporated the guide into development processes - total reach 34,000 employees serving 229 million gamers globally.
We have hosted training sessions for Ubisoft, Undead Labs & Activision presenting to concept & character artists and developers, introducing them to the guide and the importance of coding for protective hairstyles.
We’re working with Undead Labs on 6-16 new hairstyles for the launch of State of Decay 3.
Engagement :
1.81B+ Earned impressions (not including press release syndication)
100% positive/neutral sentiment across earned & organic conversations
Drove 1.4k mentions & 9.7k engagements across social channels
Engagement rate of 22.9%, outperforming benchmark of 4.3% by +432%,
Brand improvement:
81% of Black Gamers said the initiative made them feel more connected with Dove
37% Black gamers and 37% Black Community said Dove is the only brand they would consider buying after seeing the initiative (+7 and +9pts respectively).
Societal change: advancing representation in gaming
2,691 guide downloads to-date
95% of Black gamers agree “the initiative has a positive impact on the gaming industry.”
Over 9 in 10 feel it has a positive impact on society overall (95% Black Gamers, 92% Black Community).
Making beauty a source of confidence, not anxiety (delivery on key mission & message):
After seeing CMC, 8 in 10 Black gamers say the initiative made them feel …
More beautiful (81%)
Proud of who they are (81%)
Proud of the way they look (82%)
Proud of their hair (82%)
Represented (85%)
2025 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Edelman / London
Production Company
11 Dollar Bill / Chicago
Designer
Izzi Mordini
Global Chief Creative Officer
Judy John
Strategy Director
Alex Sullivan
Associate Creative Director, Art Direction
Thiago Campos
Associate Creative Director, Copy
John Wilds
EMEA CCO
Mattias Ronge
Stefan Ronge
Global ECD
Jamie George Cordwell
Senior Art Director
Albert Botelho
Associate Client Director
Anna Cantley
Liz Harris
CSO for US & Global Strategy Director for Unilever
Melle Hock
Global Client Director
Katie Stratakis
Global Creative Lead for Unilever
Andrew Simon
Guide Producer
Ed Hooton
Head of Production
Lucie Hackman
Principal Writer
Olivia Thomas
Project Manager
Ashley Jamieson
Senior Director, Global Client Lead for Unilever
Virginia Landau
SVP Multicultural
Ashlie White
SVP, DxI
Georgina Shann
VP Client Director
Jasmine Smith
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