COURAGE IS BEAUTIFUL

Gold Eurobest Award

Case Film

Presentation Image

TitleCOURAGE IS BEAUTIFUL
BrandDOVE
Category F07. Corporate Purpose & Social Responsibility
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

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.