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Dove - "Face editing (landscape)"

Ogilvy London, United Kingdom

Awards

137

5061

This ad is part of the ACT Responsible Collection

Brand: Dove
Country: United Kingdom

Advertiser: Unilever

Title	Face editing (landscape)
Title (original language)	MADELEINE
Agency	Ogilvy
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	Print
Length	60 seconds
AI Description	This Dove ad titled 'Face editing (landscape)' effectively highlights the damaging effects of heavily edited selfies on women's and girls' self-esteem. The visual starkly contrasts the natural and altered perceptions of beauty by dividing an image of a young woman in half. On one side, her face appears unedited with natural features, and on the other side, it is visibly retouched with flawless skin and enhanced features, illustrating the potential alterations possible with photo editing apps. Accompanying this powerful image is text that reads, 'Face editing removes blemishes, freckles, and confidence,' directly addressing the core message. A call to action encourages viewers to consider the impact of these unrealistic beauty standards and find confidence in authenticity. The minimalistic design, with a simple yet impactful use of color and text, drives attention to the message of embracing natural beauty. This campaign aptly fits Dove’s long-standing effort to promote real beauty and positive self-image, utilizing a clean and direct visual approach and text to communicate a critical cultural commentary on the use of digital beauty tools and their influence on societal standards.
Production Company	Independent Films
VFX Company	Absolute Post
Audio Post Production	Grand Central Recording Studios
Advertising Manager	Alessandro Manfredi
Global Executive Creative Director	Daniel Fisher
Global Creative director	Juliana Paracencio
Art Director	Liam Bushby
Copywriter	Alison Steven
Copywriter	Ollie Jarrott
Director	Benito Montorio
Director of Photography (DOP)	Steve Annis
Executive Producer	Verity White
Lead VFX	Phil Oldham