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ANDY Awards

Creative Award
New York, United States
Dove - "Reverse Selfie" by ANDY Awards 2022

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TitleReverse Selfie
Agency
Campaign Reverse Selfie
Advertiser Unilever
Brand Dove
Date of First Broadcast/Publication 2021 / 4
Business Sector Toiletries
Story The crucial issue of women and girls’ self-esteem is once again top of the agenda, as Dove uses its new global platform to highlight the widespread damage caused by the trend for heavily edited selfies in Ogilvy’s new campaign for the brand.
Media Type Television
Length
AI Description The "Reverse Selfie" ad by Dove focuses on a young girl's experience with the pressures of social media and self-image. The narrative unfolds as the girl in a bedroom, holding a smartphone, uses an app to dramatically edit a selfie. Various tools within the app are shown making changes to her facial features and skin appearance. Throughout this process, comments on the photo, such as "OMG you look amazing!!!", highlight the societal pressures for an idealized beauty standard. As the video progresses, the modifications recede to reveal her true and natural face, emphasizing the contrast between digital enhancement and reality. Text overlays communicate the ad's message regarding the detrimental effects of social media on girls' self-esteem, worsened by increased screen time during the pandemic. The ad concludes with a call to action for viewers to engage with the 'selfie talk' aimed at challenging beauty standards and fostering self-confidence among young women. The ad ties into Dove's broader self-esteem project, with no audible dialogue beyond ambient audio.
Production Company
VFX Company
Audio Post Production
Advertising Manager
Global Executive Creative Director
Global Creative director
Art Director
Copywriter
Copywriter
Director
Director of Photography (DOP)
Executive Producer
Lead VFX