80% of girls are now using retouching apps by the age of 13, according to research. This heartbreaking fact forms the basis of our new global campaign for Dove. A sequel to the groundbreaking 'Evolution', it tackles the new enemy to the self-esteem of millions of young women and girls around the world. Young girls are being retouched and manipulated more than ever, but this time the situation is far worse. Instead of the media distorting their images, the girls as young as 13 are doing it to themselves with the face apps and retouching tools.
Social media is a big part of our lives, but the digital distortion young people see online is harming their self-esteem. After an unprecedented year of increased screen-time, there has never been a more important time to act. Dove is on a mission to stop retouching apps from blurring young people’s confidence and build positive body image on social media. As the leading provider of self-esteem worldwide, the Dove Self-Esteem Project is aiming to build self-esteem and positive body image in young people since 2004 with the ambition of reaching 250 million young people globally by 2030.
Our global campaign “Reverse Selfie” was deemed the top campaign by The Good Report in 2023, the success of which also earned Dove the top spot for Brands, making Ogilvy UK be ranked as the #1 individual Agency and Ogilvy to be top Creative Network of the year.
Directed by Benito Montorio
Photography by Sophie Harris-Taylor
My role: Global Creative Director
Nominations:
EFFIE WORLDWIDE 2023
Global Grand Effie Winner in POSITIVE CHANGE
CANNES LIONS
GOLD LION in PRINT & PUBLISHING (Corporate Purpose & Social Responsibility)
SILVER LION in PRINT & PUBLISHING (Consumer Goods)
SILVER LION in HEALTH & WELLNESS (Brand-led Education & Awareness)
BRONZE LION in FILM CRAFT (Casting)
BRONZE LION in CREATIVE STRATEGY (Challenges & Breakthroughs)
SHORTLIST in FILM CRAFT (Editing)
3 SHORTLISTS in HEALTH & WELLNESS (Health Awareness & Advocacy)
2 SHORTLISTS in PRINT & PUBLISHING (Cultural Insight / Market Disruption)
5 SHORTLISTS in OUTDOOR (Animated Digital Screens / Corporate Purpose & Social Responsibility)
SHORTLIST in OUTDOOR (Social Behaviour)
D&AD
YELLOW PENCIL in Press & Outdoor / Press Campaigns
YELLOW PENCIL in Entertainment / Integrated
GRAPHITE PENCIL in Press & Outdoor / Posters
GRAPHITE PENCIL in Film / Social Commercials Over 30 sec
GRAPHITE PENCIL in Direct / Integrated
GRAPHITE PENCIL in Integrated / Health & Wellbeing
WOOD PENCIL in PR / Multimarket
WOOD PENCIL in Direction / Film
WOOD PENCIL in Direct / Press & Outdoor
WOOD PENCIL in Film / TV/VOD Commercials
SHORTLIST in Digital / Social
SHORTLIST in Integrated / Content-Led Campaigns
THE ONE SHOW
GOLDEN PENCIL in HEALTH & WELLNESS – Integrated Branding
GOLDEN PENCIL in OUT OF HOME – Dynamic Billboards & Transit
SILVER PENCIL in OUT OF HOME – Craft / Photography
SILVER PENCIL in PRINT – Magazine / Series
SILVER PENCIL in INTEGRATED – Integrated Branding Campaign
SILVER PENCIL in PRINT – Craft / Photography
BRONZE PENCIL in FILM – Television & VOD / Long Form
BRONZE PENCIL in FILM – Online Films & Video / Long Form
BRONZE PENCIL in CULTURAL DRIVER
MERIT in OUT OF HOME – Craft / Writing
MERIT in DIRECT MARKETING –Targeted Video
MERIT in PUBLIC RELATIONS – Integrated PR Campaign
MERIT in MOVING IMAGE CRAFT – Casting`
MERIT in INTEGRATED – Rebranding Campaign
SHORTLIST in DIRECT MARKETING – Out of Home
SHORTLIST in MOVING IMAGE CRAFT – Visual Effects
ANDY AWARDS
GOLD in IDEA
SHORTLIST in CRAFT
CLIO AWARDS
SILVER in FASHION & BEAUTY
SILVER in FILM – 61 Seconds to Five Minutes
BRONZE in PR
BRONZE in PRINT
BRONZE in PRINT & OOH CRAFT – Copywriting
SHORTLIST - INTEGRATED CAMPAIGN
CREATIVE CIRCLE
GOLD in OUTDOOR – Best Outdoor to Influence Positive Change
GOLD in GENERAL – Best Integrated Campaign
BRONZE in FILM – Best Film for Positive Change
EFFIE AWARDS / United States
GOLD in PERSONAL CARE
EUROBEST
GOLD / INTEGRATED EUROBEST AWARD in INTEGRATED
GOLD in OUTDOOR / Animated Digital Screens Campaign
2 SILVERS in OUTDOOR / Billboards
5 BRONZES in PRINT & PUBLISHING / Consumer Goods
3 BRONZES in INDUSTRY CRAFT / Print & Publishing Copywriting
2 SHORTLISTS in FILM / Consumer Goods
SHORTLIST in OUTDOOR / Billboards
SHORTLIST in FILM CRAFT / Visual Effects
LISBON INTERNATIONAL ADVERTISING FESTIVAL
SILVER in PR / Integrated Marketing Personal Care
THE MARKETING SOCIETY
Best Brand Purpose Campaign
Best Marketing for Positive Change Campaign
Judge’s Choice Grand Prix Winner
ACT TRIBUTES AWARDS
GOLD in EDUCATION PUBLIC’S FAVOURITE
THE GOOD REPORT
TOP 1 CAMPAIGN
IPA EFFECTIVENESS AWARDS
SHORTLIST in CREATIVE EFFECTIVENESS
CAMPAIGN MAGAZINE
Ranked #2 in the TOP 15 Film Ads of 2021
THE DRUM
Ranked #1 The Drum readers’ Most-watched Ad in 2021
Ranked #2 in the BEST ADS OF 2021 IN THE UK
Ranked #4 in the BEST ADS OF 2021 IN THE US
Considered Best Social campaign of 2021 by The Drum
CREATIVE POOL
Ranked #1 in the TOP 5 most inspiring and insightful mental health campaigns from the past two years
Ranked #3 in the BEST CAMPAIGNS OF 2021 by Creative Pool
Considered TOP 100 World’s best ads ever by TheDrum