Dove, Unilever

Alessandro Manfredi, Chief Marketing Officer, Dove
Leandro Barreto, Global Vice President, Dove Masterbrand & Skin Care
Pau Bartoli, Global Brand Director, Dove Masterbrand
Alix Colin, Global Marketing Manager, Dove Masterbrand

Ogilvy UK & Ogilvy Toronto *Lead Agency

Jo Bacon, Global Client Lead, WPP Unilever
Francesco Grandi, Chief Creative Officer
Morgan Starr, Associate Creative Director
Luke Woodard, Associate Creative Director
Lucy Tone, Client Partner

Ogilvy New York *Lead Agency

Lindsey Gonnella, Chief Strategy Officer, One Unilever

Edelman

Mindshare

While Dove has updated its brand idea to tackle a new wave of toxic beauty advice on social media, the results, which have been excellent for the brand, have not changed things enough for young girls.  The next phase of our ‘actionist’ strategy would require something bolder, attempting to advance legislative change.  The result was a campaign that sounded the alarm on the mental health crisis, provoking billions of views, thousands of petition signatures, another wave of commercial growth, and, bringing concrete legislative change a step closer.