CLIENT
Unilever (Dove)
Alessandro Manfredi, Global Dove, Executive Vice President
Sophie van Ettinger, Global Brand Vice President Dove Masterbrand
Edo Briola, Global Brand Director Dove Masterbrand
Leandro Barreto, Global Vice President Dove Masterbrand
Hugo Rawlinson, Global Brand Manager Dove Masterbrand
Alix Colin, Global Brand Manager Dove Masterbrand
AGENCY
Michael Sandstrom, Strategy Director
Ila De Mello Kamath, Strategy Partner
Mark Callender, Senior Strategist
Lindsey Gonnella, Chief Strategy Officer, One Unilever
Jo Bacon, Global Client Lead, WPP Unilever
Daniel Fischer, Global ECD, Unilever and Special Projects
Juliana Paracencio, Global Creative Director
Alison Steven, Creative Director
Liam Bushby, Creative Director
Ollie Jarrott, Head of Copy
Matt Nankivell, Head of Art
Sian Hughes, Global Design Lead
Sam Pierce, Global Managing Partner
Georgie Howard, Global Business Director
Grace Boyle, Account Manager
Zahra Mair, Project Manager
James Brook-Partridge, Head of Integrated Production (Unilever)
Sarah Thomson, Head of Art Production (Unilever)
Chole Jahanshahi, Senior Art Producer
Ben Kay, Chief Strategy Officer
Edelman
Mindshare United States
SUMMARY
By exposing the hidden damage that selfie taking was having on girls’ self-esteem, Dove regained its voice in culture and broke away from the encroachment of competitors in the ‘Real Beauty’ territory. Dove exposed social media filtering and photo-editing apps as the new biggest threats to beauty confidence, starting a conversation, offering help to those affected, and driving cross category sales and brand favourability. The campaign generated mass awareness for the issue and the actions taken by Dove, earning 6bn+ impressions, while reasserting Dove’s role in challenging unrealistic beauty standards.
