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ANDY Awards

Creative Award
New York, United States
Dove - "Retouching her face" by ANDY Awards 2022

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TitleRetouching her face
Agency
Campaign Reverse Selfie
Advertiser Unilever
Brand Dove
Date of First Broadcast/Publication 2021 / 4
Business Sector Toiletries
Story Dove is renewing the fight for real beauty standards by pushing into the activist digital era with a hard-hitting new campaigns. The crucial issue of women and girls’ self-esteem is once again top of the agenda, as Dove highlights the widespread damage caused by the trend of heavily-edited selfies. At the heart of the campaign is a 60 second film, "Reverse Selfie", and is a sequel to Dove’s seminal 2006 film ‘Evolution’, which highlighted the false and unrealistic nature of the beauty ideals perpetuated by the advertising industry and the media. The film begins with an image a young woman has posted of herself on social media. The action then rewinds, reversing all the tweaks and staging that have gone into creating that image, and revealing the shockingly young girl behind the picture.
Media Type Print
AI Description The Dove print ad features a young girl's face divided into two halves. One half shows her natural appearance, while the other has been retouched to fit conventional beauty standards, with smoothed skin and altered features. This visual metaphor highlights the impact of beauty apps on self-image. The accompanying text, "Retouching her face also crops her confidence," emphasizes the message. A call to action encourages viewers to download the Social Media Confidence Kit from Dove, supporting the brand's ongoing campaign for realistic beauty standards and self-esteem empowerment.
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