Title | FREYA |
Brand | UNILEVER, DOVE |
Product/Service | DOVE MASTERBRAND |
Category |
D03. Print & Publishing |
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
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 |
Cultural / Context information for the jury
Since 2004, Dove has 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 causing selfie dysmorphia, a rise in cosmetic surgery and has even been cited as the lead cause for an increase in teen suicides.
Tell the jury about the photography. Do not name the photographer.
The portrait of the girls is split in half, one reflecting the girl’s natural self and the other, the ‘perfect’ digital version recreated using retouching apps. For the photography, much like the rest of the campaign, authenticity was key. We used natural lighting and ensured that no retouching was done to the girl’s natural self. For the ‘perfect’ side we followed the girls’ guidance in retouching, distorting, and airbrushing to how they would with their own face editing apps. The contrast between the two was and is startling, giving us an insight into the beauty pressures millions of girls go through daily.