GRACE

Bronze Eurobest Campaign Award

Demo Film

Digital Proof JPG

TitleGRACE
BrandUNILEVER, DOVE
2 of 3 Campaign
Product/ServiceDOVE 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
Name Company Position
Alessandro Manfredi Unilever Global Dove, Executive Vice President
Sophie van Ettinger Unilever Global Brand Vice President - Dove Masterbrand
Leandro Barreto Unilever Brand Vice President
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.