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ANDY Awards

Creative Award
New York, United States
Dove - "Face apps" by ANDY Awards 2022

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TitleFace apps
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 print ad starkly contrasts the altered and unaltered halves of a young girl's face. On the left, the natural features are presented, while the right displays heavily edited and polished looks. The juxtaposition highlights the difference between authentic beauty and digitally altered perfection. The text emphasizes how face apps can distort beauty and the message focuses on the impact of such apps on young girls' self-esteem and identity. It urges for a reevaluation of beauty standards and invites individuals to engage with Dove's Self-esteem Project, encouraging a movement towards authentic beauty and self-acceptance.
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