London International Awards
2022 Winners and Finalists
Regional Network of the Year: Europe
Ogilvy
Finalist
TV/Cinema
Corporate Image
| Entrant: | Ogilvy UK, London |
| Brand: | Dove |
| Title: | "Reverse Selfie" |
| Corporate Name of Client: | Dove |
| Global Dove, Executive Vice President: | Alessandro Manfredi |
| Global Brand Vice President Dove Masterbrand - unilver: | Sophie van Ettinger |
| Global Brand Director Dove Masterbrand: | Edo Briola |
| Global Vice President Dove Masterbrand: | Leandro Barreto |
| Global Brand Managers Dove Masterbrand: | Hugo Rawlinson/Alix Colin |
| Media Company: | Mindshare |
| PR Companies: | Halpern PR/Edelamn |
| Agency: | Ogilvy UK, London |
| Creative Director - Art: | Matt Nankivell |
| Creative Director - Copy: | Ollie Jarrott |
| Copywriter: | Alison Steven |
| Art Director: | Liam Bushby |
| Agency Head of Design: | Sian Hughes |
| Agency Art Buyers: | Sarah Thomson/Chloe Jahanshahi |
| Agency Head of TV: | James Brook-Partridge |
| Senior Agency Producers: | Sally Lipsius/Sue Lee Stern |
| Agency Project Manager: | Zahra Mair |
| Agency Strategic Planner: | Cristina Diago |
| Agency Strategy Director: | Justin Jackson |
| Agency Account Manager: | Grace Boyle |
| Global Executive Creative Director Unilever: | Daniel Fisher |
| Global Creative Director: | Juliana Paracencio |
| Global Business Lead, WPP Unilever: | Jo Bacon |
| Global Managing Partner: | Sam Pierce |
| Global Business Director: | Georgie Howard |
| Chief Strategy Officer: | Ben Kay |
| Global Strategy Partner: | Ila De Mello Kamath |
| Production Company: | INDEPENDENT, London |
| Director: | Benito Montorio |
| Producers: | Verity White/Simon Eakhurst |
| Director of Photography: | Steve Annis |
| VFX Company: | Absolute |
| VFX Producer: | Sally Heath |
| VFX Editor: | Phil Oldham |
| Lead Artists: | Tom Clapp/Lucas Warren/Carl Godwin- Alvarez |
| 3D Lead: | Jonas McQuiggan |
| Editors: | Sam Jones/Scott Crane |
| Sound Engineer: | Munzie Thind |
| Music Composer: | Philip Kelin |
| Stills Photographer Producer : | Lucy Barbour |
| Retoucher : | Justin Shurmer |
Description:
We created a film that shined a light on the pressures of social media and the dangers of retouching apps to children around the world. "Reverse Selfie" follows the true story of our real girl, Grace.
In the film, Grace appears to be a 19-year-old woman trying to achieve the ‘perfect’ selfie. Her skin airbrushed, her nose thin, her lips plumped, her eyes wide and her hair immaculate. We then reverse backwards, journeying to see all the retouching tools Grace used to create this ‘ideal’ selfie.
Through close and macro shots we see her lip gloss reverse from her lips and the drip of her nail varnish return to the bottle. The distortion is troubling. When all filters are removed, we are left with the real 12-year-old Grace.
Every distortion and manipulation was authentically recreated by Grace using the retouching tools she uses to edit her selfie every day.