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
Why is this work relevant for Integrated?
Integration was key to our campaign as we needed to speak to a wide range of people, firstly across America and then around the world. Through TV, OOH, print, PR, digital and social we ensured our campaign had multiple angles in order to deliver our message. TV, OOH and print allowed us to tell more of the narrative, whereas PR, digital and social allowed us to expose the dangers of social media on the platforms themselves. Integration was also key to the 6 billion global impressions and downloads of the ‘selfie talk’ confidence kit.
Background
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 the media distorting their images, the young girls are doing to themselves. 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.
Describe the creative idea
Through the experiences of real girls, we created a campaign that shined a light on the pressures of social media and the dangers of retouching apps to children around the world. “Reverse Selfie” follows the true story of Grace and the editing apps she uses to achieve the ‘ideal’ selfie. The same harmful and readily available editing apps that are in the hands of billions of girls. Every filter and retouched blemish were authentically recreated based on the tools Grace and the girls from our cast use to edit their selfies every day. Through film, print, social and body positive campaigner, Lizzo, our campaign called on parents and guardians to have the ‘selfie talk’ and educate a girl they know in the dangers of social media and editing apps.
Describe the strategy
The dangers of social media are widely documented, but the harm of apps and filters are just starting to emerge. The scale and impact of selfie dysmorphia and body dissatisfaction are often not taken seriously but it has become a public health emergency affecting millions of girls around the world. We wanted to start the debate and drive awareness of this important issue at a societal level, especially among parents who were not aware of the harm retouching apps and photo filters have on girls’ self-esteem. Our strategy to drive talkability around the issue was to create an emotional hook for parents that revealed the pressures of selfie culture on social media from the girls’ perspective.
Describe the execution
We launched the campaign on the 20th of April with the help of body positive campaigner and international superstar, Lizzo. We have since rolled this out in 15 different markets around the world across TV, digital, print and OOH. The premiere of ‘Reverse selfie’ at Dove submit had a reach of 78 million, driving over 20,000 Confident Kit downloads. So far, the campaign has earnt 6 billion global impressions.
List the results
Surpassing its predecessor, Evolution, our global campaign spanned 15 different countries, reaching billions of people. Launching with the help of Lizzo, we drove action calling on parents, guardians and teachers to have the Selfie Talk. Expanding the campaign on Tik-Tok through the hashtag #NoDigitalDistortion, we have reached 66M users. We are also proud to say the campaign is now being used as an educational tool to spread awareness.
6 billion impressions.
1.9 billion impressions in first two days.
20.6 million organic impressions in first 7 days.