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Creative Award
New York, United States
Dove - "Reverse Selfie Cannes 2023" by ANDY Awards 2022

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TitleReverse Selfie Cannes 2023
Agency
Campaign Reverse Selfie
Advertiser Unilever
Brand Dove
Date of First Broadcast/Publication 2023
Business Sector Cosmetics, Beauty Products & Perfumes
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 Case Study
Length
AI Description The "Reverse Selfie" ad by Dove challenges the unrealistic beauty standards perpetuated by social media. The ad starts with images of edited selfies, then reverses the process to reveal the original appearance of young girls. The campaign highlights the detrimental effects of digital editing and pressures for perfection. The visuals include before-and-after shots, digital editing tools, and social media screens, stressing the contrast between reality and digitally altered ideals. The narrative underscores the importance of authenticity and self-acceptance, encouraging viewers to embrace natural beauty. It's a powerful message against the toxic influence of retouching apps on self-esteem and mental health of young women. Set against a backdrop of various young girls using smartphones, the ad exhibits a modern, digital aesthetic that resonates with the social media generation. It amplifies its message by showcasing girls' real voices, as they express the pressures they face.
VFX Company
Production Company
Audio Post Production
Director
Lead VFX
Executive Producer
Global Creative director
Director of Photography (DOP)
Copywriter
Art Director
Global Executive Creative Director
Copywriter
Advertising Manager