2021 Winner

America was built on a beautiful dream, but for many African Americans, reality is ugly. In the wake of the Black Lives Matter movement, Dove doubled down on its commitment to fight systemic racism and partnered with Ogilvy to share a message of hope and unity.

The team worked with six Black photographers to document the BLM protests in cities across the country and then stitched their images together to create a short film that showed the ugliness and the beauty in the fight for social justice. Set to the soundtrack of Ray Charles’ “America the Beautiful,” the film ended with Dove stating “America will not be beautiful until it’s beautiful for everyone.”

The brand also shared its commitment to expand its partnership with the CROWN coalition, donating $5 million to fight systemic racism. Its efforts to help create a better future struck a chord with millions of Americans, while increasing brand recall by 71%, brand differentiation by 28% and brand affinity by 15%.

Credits

Alessandro Manfredi, Global Dove EVP, Unilever
Sophie van Ettinger, Global Brand VP - Dove Masterbrand, Unilever
Molly Kennedy, Director, Dove Masterbrand US Engagement, Unilever
Esi Eggleston Bracey, COO & EVP, Beauty & Personal Care, Unilever
Brian Murray, Chief Creative Officer, Ogilvy Canada
Brian Allen, Group Creative Director, Ogilvy Canada
Noah Feferman, Group 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
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
Sarah Thomson, Head of Art Production (Unilever), Ogilvy London
Jonathon Nixon, Art Producer, Ogilvy London
Matthew Jones, Head of Integrated Production (Unilever), Ogilvy London
Victor Paredes, VP, Creative Strategy, Uniworld Group
Scott Robinson, VP & GM, Uniworld Group
LaToya Newton, Project Manager, Uniworld Group
Harold Tamara, Sr. Producer & Studio Lead, Uniworld Group
Aarolyn Spradley, Production Manager, Uniworld Group
Errol Pierre Louis, Sr. Digital Producer, Uniworld Group
Ben Kay, Chief Strategy Officer, WPP London
Andrea Ellen Reed, Photographer (Minneapolis)
Dee Dwyer, Photographer (Washington, DC)
Stephanie Mie Ling, Photographer (Los Angeles)
Lynsey Weatherspoon, Photographer (Atlanta)
Elijah Nouvelage, Photographer (Atlanta)
Joshua Rashaad McFadden, Photographer (Minneapolis)
Monica Remba, Editor, Married to Giants, Canada
Ray Charles, Music, Atlantic Music Canada
Chris Tait, Audio, Pirate Toronto