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Dove - "Instant face"

Ogilvy London, United Kingdom

Awards

136

3630

This ad is part of the ACT Responsible Collection

Brand: Dove
Country: United Kingdom

Advertiser: Unilever

Title	Instant face
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	The Dove advertisement features a powerful visual split down the center of the image depicting a young woman's face. One half of the image is heavily edited, showcasing retouched skin and enhanced features, while the other half remains wholly untouched, presenting a more natural and raw appearance. The background and theme use a blush pink color, complementing the message about beauty standards. The text, "Instant face apps, lasting damage," addresses the misleading nature of photo-editing apps on self-esteem. Below, the advertisement discusses how 80% of girls use these apps by age 13, leading to distorted beauty perceptions. The text invites viewers to visit Dove's website for a Social Media Confidence Kit. The message calls for change, encouraging the recognition of genuine beauty amidst the digital pressures to conform.
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