REVERSE SELFIE

TitleREVERSE SELFIE
BrandUNILEVER, DOVE
Product/ServiceDOVE MASTERBRAND
Category A03. Casting
Entrant OGILVY London, UNITED KINGDOM
Idea Creation OGILVY London, UNITED KINGDOM
Media Placement MINDSHARE New York, USA
PR EDELMAN New York, USA
PR 2 HALPERN PR London, UNITED KINGDOM
Production INDEPENDENT London, UNITED KINGDOM
Post Production THE QUARRY London, UNITED KINGDOM
Post Production 2 ABSOLUTE POST London, UNITED KINGDOM
Post Production 3 GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
Post Production 4 BIG SYNC MUSIC London, UNITED KINGDOM
Post Production 5 THE FORGE London, UNITED KINGDOM
Credits
Name Company Position
Alessandro Manfredi Unilever Global Dove, Executive Vice President
Sophie van Ettinger Unilever Global Brand Vice President - Dove Masterbrand
Leandro Barreto Unilever Global Vice President - Dove Masterbrand
Edo Briola Unilever Global Brand Director. Dove Masterbrand
Hugo Rawlinson Global Brand Manager, Dove Masterbrand Global Brand Manager, Dove Masterbrand
Alix Colin Unilever Global Brand Manager, Dove Masterbrand
Daniel Fisher Ogiilvy Global Executive Creative Director Unilever
Juliana Paracencio Ogilvy Global Creative Director
Liam Bushby Ogilvy Art Director
Alison Steven Ogilvy Copywriter
Ollie Jarrott Ogilvy Head of Copy
Matt Nankivell Ogilvy Head of Art
Sian Hughes Ogilvy Design Lead Integrated
Jo Bacon Ogilvy Global Business Lead, WPP Unilever
Sam Pierce Ogilvy Global Managing Partner
Georgie Howard Ogilvy Global Business Director
Grace Boyle Ogilvy Account Manager
Zahra Mair Ogilvy Project Manager
James Brook-Partridge Ogilvy Head of Integrated Production
Sally Lipsius Ogilvy Film Producer
Sue Lee Stern Ogilvy Film Producer
Sarah Thomson Ogilvy Head of Art Production (Unilever)
Chloe Jahanshahi Ogilvy Art Producer
Ben Kay Ogilvy Chief Strategy Officer
Ila De Melloa Kamath Ogilvy Strategy Partner
Justin Jackson Ogilvy Senior Social Strategist
Benito Montorio Independent Director
Steve Annis Independent Director of Photography
Verity White Independent Executive Producer
Eakhurst Eakhurst Independent Producer
Sam Jones The Quarry Editor
Scott Crane The Quarry Editor
Phil Oldham Absolute VFX Supervisor and lead flame artist
Lucas Warren Absolute VFX Artist
Tom Clapp Absolute VFX Artist
Carl Godwin-Alvarez Absolute VFX Artist
Jonas McQuiggan Absolute Motion graphics and design
Sally Heath Absolute Executive Producer
Munzie Thind Grand Central Studios Engineer
Philip Klein Big Sync Composer/Arranger
Sophie Harris-Taylor Swerve Represents Photographer
Lucy Barbour Swerve Represents Stills Producer
Justin Shurmer The Forge Retoucher

Write a short summary of what happens in the film

With the self-esteem crisis at boiling point, Dove had a responsibility to act, we launched the modern-day sequel to Evolution. ‘Reverse Selfie’ follows the true story of our real girl, Grace. In the film, Grace appears to be a 19-year-old woman trying to achieve the ‘perfect’ selfie. Her skin air brushed, her nose thin, her lips plumped, her eyes wide and her hair immaculate. We then reverse backwards, journeying to see all the retouching tools Grace used to create this ‘ideal’ selfie. Through close and macro shots we see her lip gloss reverse from her lips and the drip of her nail varnish return to the bottle. The distortion is troubling. When all filters are removed, to our surprise, we are left with the real 12-year-old Grace. The film gives us a small glimpse into the beauty pressures millions of girls around the world face every day.

Cultural / Context information for the jury

Please explain any cultural terms, references or viewing context which would be known by the local audience, but may not be known by our international jury. Since the film Evolution, Dove have been fighting unrealistic beauty standards. Sadly, those same unrealistic beauty standards still exist today and it’s far worse: instead of media distorting their images, the young girls are distorting their own selfies using retouching apps. A disturbing trend that has been exacerbated by social media pressures and phone time during the pandemic. In fact, 80% of girls are now using retouching apps by the age of 13. This level of distortion is going as far to cause selfie dysmorphia and a rise in cosmetic surgery. It’s something parenting groups are becoming increasingly anxious about.

Tell the jury about the casting process.

Dove embody authenticity, it’s baked into the brand’s DNA. The approach was to give women and girls a platform to tell their stories and have their voices heard. We knew for this to be a success, authenticity was paramount. We only cast real girls who use these retouching apps and social media every day. Grace was our stand out, in her interview she talked about the toxic world of social media, the pressures and how easy it was to be sucked in. Every retouched shot seen in the film was recreated based on tools within the face apps Grace used; whatever Grace altered or airbrushed, we replicated and brought to life in the film. This ensured our film would reach the Dove standard of authenticity and feel genuine and relatable to the viewer and millions of girls who go through this every day.