Case Film

Presentation Image

Title	COURAGE IS BEAUTIFUL
Brand	DOVE
Product/Service	GLOBAL PERSONAL CARE BRAND
Category	F07. Corporate Purpose & Social Responsibility
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

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

Please tell us how the brand purpose inspired the work

Over the past 15 years, Dove have established itself as one of the world’s most iconic and purpose-led brands. The Real Beauty campaign redefined beauty to be more inclusive and less rooted in conventional aesthetics. But over the past decade, many other beauty brands have adopted similar, purpose-led marketing. As a result, the Dove brand platform became less differentiated and culturally resonant. During the COVID-19 pandemic, Dove saw an opportunity to redefine beauty once again. As one of the world’s biggest soap brands, Dove wanted to announce a $7.5 million global commitment to support frontline workers risking their lives. Inspired by Dove’s brand purpose, we launched an OOH campaign featuring striking portraits of real healthcare workers. No matter the exhaustion or marks on their faces from masks, their selflessness was truly beautiful and worth honoring. Our campaign deeply resonated with the healthcare community, reassuring them that they’re not alone.