COURAGE IS BEAUTIFUL

Silver Eurobest Award
TitleCOURAGE IS BEAUTIFUL
BrandDOVE
Category A01. Fast Moving Consumer Goods
Product/ServiceGLOBAL PERSONAL CARE BRAND
Entrant OGILVY London, UNITED KINGDOM
Idea Creation OGILVY London, UNITED KINGDOM
Idea Creation 2 OGILVY Toronto, CANADA
Media Placement MINDSHARE New York, USA
Production OGILVY London, UNITED KINGDOM
Production 2 OGILVY Toronto, CANADA
Production 3 KEVIN SARGENT MUSIC London, UNITED KINGDOM
Post Production OGILVY London, UNITED KINGDOM
Post Production 2 OGILVY Toronto, CANADA
Post Production 3 OUTSIDER EDITORIAL Toronto, CANADA
Post Production 4 TENTHREE EDITING London, UNITED KINGDOM
Credits
Name Company Position
Daniel Fisher Ogilvy (London) Global Executive Creative Director (Unilever)
Brian Murray Ogilvy (Toronto) Chief Creative Officer
Juliana Paracencio Ogilvy (London) Global Creative Director
Christian Horsfall Ogilvy (Toronto) Grouop Creative Director
Pam Danowski Ogilvy (Toronto) Associate Creative Director

Write a short summary of what happens in the film

The film features striking images of real frontline healthcare workers, with faces that are bruised and scarred from protective masks. The film is a tribute to honour the men and women fighting to save our lives during the pandemic. Beyond the physical imprints left by their masks, their enduring faces also bore the marks of exhaustion and the emotional toll of long hospital shifts. But despite the severity of these powerful images, their faces evoked beauty to us, as their courage was something truly beautiful. The film also announces Dove’s commitment to providing frontline workers around the world with $7.5 million in financial assistance.

Cultural / Context information for the jury

Our film had no actors or casting agents we could simply call up. Social media and the real world became our casting agency. But the biggest challenge by far, was that the people we needed to cast, were real frontline healthcare workers in the midst of fighting a global pandemic and saving lives. Our cast consisted of real doctors and nurses from different nationalities, with visible marks on their faces left by deep impressions of their protective gear. And so over a frantic 72 hours, we reached out to dozens of real frontline workers from all over the world, across multiple social media platforms, eventually gaining their permission to use their selfies. In just 7 days, we produced, edited and distributed the film in 15 different countries, going live across several major TV networks. A brave undertaking, but nothing compared to the bravery of these healthcare heroes.