London International Awards
2022 Winners and Finalists
Regional Network of the Year: Europe
Ogilvy
Finalist
Branded Entertainment
Multi-Channel Storytelling
Entrant: | Ogilvy UK, London |
Brand: | Dove |
Title: | "Reverse Selfie" |
Corporate Name of Sponsoring 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 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 |
Number of Episodes/Elements: | TV, OOH, PRINT, DOOH |
Description:
“Reverse Selfie” follows the true story of Grace and the editing apps she used to achieve the ‘ideal’ selfie.
The wider campaign is based on the digital tools Grace and other girls used to edit their selfies every day, every filter and retouched blemish were authentically recreated and then reversed to reveal the girl’s real beauty.
With the rise of social media and retouching apps, women’s self-confidence has fallen. Six in ten women and girls blame social media for making them feel worse about themselves - constantly pressurized to present a ‘perfect’ version of themselves online 24/7.
Dove needed to highlight today’s self-esteem crisis threatening young women and to challenge the toxic beauty standards spreading online.
Integration was integral to our campaign as we needed to speak to a wide range of people, firstly across America and then around the world. TV, OOH and Print allowed us to tell more of the narrative, whereas PR and social allowed us to expose the dangers of social media on the platforms themselves.
It called upon parents to have the ‘selfie talk’ with kids about the dangers of social media.