2021 Winner

In photos submitted to Dove during the first wave of the COVID-19 pandemic, healthcare workers all shared one thing in common – they all appeared exhausted with indentations from PPE on their face, having worn masks and goggles for hours on end as they helped hospital patients battle the virus.

Those images came to Dove after it released a video with similar shots of healthcare heroes as a tribute to their courage, which the brand deemed beautiful. With the help of Ogilvy, the brand then placed those images on billboards near hospitals all over the world, creating a sense of unity for healthcare workers who pass them every day.

The brand took its cause a step further and donated $5 million to COVID efforts. “Courage is Beautiful” was picked up by a stream of global media outlets, generating two billion earned impressions and 99% positive social sentiment during its short lifetime at the outset of the pandemic.

Credits

Alessandro Manfredi, Global Dove EVP, Unilever
Sophie van Ettinger, Global Brand VP - Dove Masterbrand, Unilever
Divya Singh, Dove Canada Marketing Manager, Unilever
Laura Douglas, Dove Canada Brand Manager, Unilever
Brian Murray, Chief Creative Officer, Ogilvy Canada
Christian Horsfall, Group Creative Director, Ogilvy Canada
Pam Danowski, Associate Creative Director, Ogilvy Canada
Tom Kenny, Chief Strategy Officer, Ogilvy Canada
Aviva Groll, Worldwide Managing Director, Ogilvy Canada
Beth Blatch, Account Director, Ogilvy Canada
Rebecca Tummers, Account Coordinator, Ogilvy Canada
Marie-Pierre Toure, Agency Producer, Ogilvy Canada
Eric Thompson, Agency Producer/Online Editor, Ogilvy Canada
David Scanlon, Sr. Print Producer, Ogilvy Canada
Nadja Bellan-White, Worldwide Managing Partner, Ogilvy London
Dan Fisher, Global Executive Creative Director (Unilever), Ogilvy London
Juliana Paracencio, Creative Director, Ogilvy London
Sam Pierce, Global Managing Partner (Dove), Ogilvy London
Georgie Howard, Global Business Director, Ogilvy London
Mike Kerry, Global Creative Delivery Lead (Unilever), Ogilvy London
Pia Smith-Boquien, Programme Director (Dove), Ogilvy London
Sarah Thomson, Head of Art Production (Unilever), Ogilvy London
Chloe Jahanshahi, Art Producer, Ogilvy London
Jonathon Nixon, Art Producer, Ogilvy London
Matthew Jones, Head of Integrated Production (Unilever), Ogilvy London
Kaitlin Roach, Client Partner, PR, Ogilvy London
Ben Kay, Chief Strategy Officer, WPP London
Michelle Morgan, Associate Director, Mindshare, US
Dana Paolucci, Senior Account Supervisor, Edelman, US
Hetal Patel, Senior Client Partner, Razorfish, US
Emily Fine, Program Management Director, Bustle, US
Chris Murphy, Editor, Outsider, Canada
Kristina Anzlinger, Executive Producer, Outsider, Canada
Didier Tovel, Audio Creative Director, SNDWRx Canada