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Dove - "Let's stop retouching apps"

Ogilvy London, United Kingdom

Awards

136

4001

This ad is part of the ACT Responsible Collection

Brand: Dove
Country: United Kingdom

Advertiser: Unilever

Title	Let's stop retouching apps
Agency	Ogilvy
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	This Dove advertisement features a striking image split into two halves, each displaying contrasting versions of a young girl. On the left, she appears unedited with natural skin and light make-up. On the right, her appearance is heavily retouched, showing enhanced features with smoothened skin, bright eyes, and fuller lips. This visual metaphor emphasizes the pervasive influence of retouching apps on self-esteem and perceived beauty. Accompanied by the text 'Let's stop retouching apps from blurring her confidence', the ad urges viewers to recognize the harmful impact of these apps on young girls. The campaign is part of Dove's ongoing effort to promote authentic beauty standards and self-acceptance. Viewers are encouraged to visit the provided link to learn more about the Social Media Confidence Kit.
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