2023 Winner
GoldCommunity Building
Unilever (Dove)
"Keep the Grey"
Edelman
"Keep the Grey"
Edelman
When top Canadian news anchor Lisa LaFlamme was fired, it took less than
48 hours for Unilever’s Dove to launch its “#KeepTheGrey” social campaign to
battle the discrimination women face for showing their grey hair. As a key part of
the campaign, by Edelman, Dove turned its iconic gold logo grey and recruited
influencers and brands to join them in taking a stand and turn their profile pictures grey too. Dove also donated $100,000 to Catalyst, a Canadian non-profit working to advance women in the workplace, and worked with the Ontario Human Rights Commission to protect grey-haired women from ageism and sexism. The campaign trended on Twitter, and garnered more than 674 earned stories globally and over one billion earned impressions. Dove became the first-ever beauty and CPG brand to be offered a seat on the Ontario Human Rights Commission board.
48 hours for Unilever’s Dove to launch its “#KeepTheGrey” social campaign to
battle the discrimination women face for showing their grey hair. As a key part of
the campaign, by Edelman, Dove turned its iconic gold logo grey and recruited
influencers and brands to join them in taking a stand and turn their profile pictures grey too. Dove also donated $100,000 to Catalyst, a Canadian non-profit working to advance women in the workplace, and worked with the Ontario Human Rights Commission to protect grey-haired women from ageism and sexism. The campaign trended on Twitter, and garnered more than 674 earned stories globally and over one billion earned impressions. Dove became the first-ever beauty and CPG brand to be offered a seat on the Ontario Human Rights Commission board.
Credits
Global Chief Creative Officer, Judy JohnChief Creative Officer, Canada: Anthony Chelvanathan
Agency: Edelman Canada
Chief Strategy Office: Laura Kim
VP, Creative Director: Mary Soroka
VP, Creative Director: Shauna Roe
Client Lead: Danielle Bozinoff
VP, Brand: Jennifer Meehan
Head of Influencer: Sara Rezaee
Influencer Specialist: Madison Boratto
Influencer Specialist: Gabriel-Lee Steed
Earned Media Specialist: Caelan McMichael
Data Intelligence Lead: Nicholas Boles
Data Intelligence: Polina Sandomirsky
Crisis & Risk: Sofiya Yusypovych
Crisis & Risk: Greg Vanier