London International Awards
2022 Winners and Finalists
Regional Network of the Year: Europe
Ogilvy
Silver
Print
Consumer Campaign
Entrant: | Ogilvy UK, London |
Brand: | Dove - Reverse Selfie Campaign |
Title(s): | "Allyah", "Freya", "Grace", "Isabel", "Madeleine" |
Corporate Name of Client: | Dove |
Global Dove, Executive Vice President: | Alessandro Manfredi |
Global Brand Vice President Dove Masterbrand - Unilever: | 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 |
Global Executive Creative Director Unilever: | Daniel Fisher |
Global Business Lead, WPP Unilever: | Jo Bacon |
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 |
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 Creative Director: | Juliana Paracencio |
Global Managing Partner: | Sam Pierce |
Global Business Director: | Georgie Howard |
Chief Strategy Officer: | Ben Kay |
Global Strategy Partner: | Ila De Mello Kamath |
Photographer: | Sophie Harris-Taylor |
Stills Photographer Producer : | Lucy Barbour |
Retoucher : | Justin Shurmer |
Description:
Instead of the mainstream media distorting women’s images, young girls are now distorting their own using retouching apps. Exacerbated by phone time during the Covid pandemic, 80% of girls now use retouching apps. This practice is leading to selfie dysmorphia, a rise in cosmetic surgery and teen suicides.
Through the experiences of real girls, we created a Print campaign that shined a light on the pressures of social media and the dangers of editing apps to children around the world. We didn’t use any actors in the campaign.
Just real girls aged 9-13 who edit their selfies for social media. With two contrasting portraits, we showed two sides of the girls we cast. First their natural selves and then their heavily manipulated, digital selfies. In the edited portrait, we asked them to manipulate their selfies with retouching apps exactly how they do online. We used precisely what they did.