2021 Winner

In the wake of the murders of Breonna Taylor and George Floyd, Dove wanted to double down on its commitment to fight systemic racism and share a message of hope and unity. Building on its longstanding “Real Beauty” platform, the brand dispatched six African American photographers in cities across the U.S., who documented Black Lives Matter protests through images that reflected the pain and the anger, but also the beauty, of the fight for a more just future. The photos were then used in a film set to “America the Beautiful” by Ray Charles that launched during Black Entertainment Television’s Juneteenth programming.

In addition to generating significant media coverage and social conversation, the campaign resulted in 71% ad recall on YouTube and contributed to a 28% lift in brand differentiation and a 15% lift in brand affinity.

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