2024 Winner
GoldEditing
BronzeMusic
Unilever (Dove)
"Cost of Beauty"
Ogilvy
"Cost of Beauty"
Ogilvy
For 19 years, Dove’s Real Beauty campaign has stood for a single purpose: to stand up against unrealistic and toxic beauty standards. But toxic norms have evolved in that time, too, becoming more insidious and that much more damaging to mental health. So, the goal for Dove’s latest campaign was twofold: to highlight the severity of the issue and to mobilize people to support the Kids Online Safety Act.
The campaign featured the personal story of Mary, using her own photos, videos and journal entries to depict her struggles with mental health and how they were exacerbated by social media.
Set to an emotional rendition of Joe Cocker’s “You Are So Beautiful to Me,” the film resonated deeply, showcasing her experience as representative of millions of girls. And the impact was substantial, with the film receiving 28 million organic views in just 10 days and Dove gaining a 157% increase in social followers.
Despite social media attempts to suppress the message, the campaign thrived on LinkedIn, accumulating 47 million views and 30,000+ shares. Earned media coverage reached 2.8 billion impressions, further amplifying the message, with notable figures sharing the film and Dove surpassing its petition signature goal.
The campaign featured the personal story of Mary, using her own photos, videos and journal entries to depict her struggles with mental health and how they were exacerbated by social media.
Set to an emotional rendition of Joe Cocker’s “You Are So Beautiful to Me,” the film resonated deeply, showcasing her experience as representative of millions of girls. And the impact was substantial, with the film receiving 28 million organic views in just 10 days and Dove gaining a 157% increase in social followers.
Despite social media attempts to suppress the message, the campaign thrived on LinkedIn, accumulating 47 million views and 30,000+ shares. Earned media coverage reached 2.8 billion impressions, further amplifying the message, with notable figures sharing the film and Dove surpassing its petition signature goal.
Credits
AgencyOgilvy Canada / Ogilvy UK
Chief Creative Officer: Francesco Grandi Ogilvy Toronto
Executive Creative Director: Daniel Fisher (Ogilvy UK)
Associate Creative Director: Luke Woodard/Morgan Starr
Art Director: Luke Woodard
Writer: Morgan Starr
Designer: Laurence Blake (Ogilvy UK)
Photographer: Ale Burset
Producer: James Brook-Partridge/Manny Caston/Ed Walsh
Agency Producer: Amanda Kresge/Chris Chapman/Lynsie Roberts/Jonathon Nixon
Production Company: Smuggler
Executive Producer: Fergus Brown/ Drew Santarsiero
Director: Henry-Alex Rubin
Director of Photography: David Devlin
Editing House: Final Cut NY
Editor: Jim Helton/Ashley Kreamer/Patrick Colman
Colourist: Alex Jimenez/Javiera Ergas (Color Collective)
Music & Sound: Machine Big Sync Music
Casting: Genuine Real People
Strategy: Lindsey Gonnella (Ogilvy NY)
Account Team
Jo BaconDoug le Patourel/Lucy Tone-McGurk/Teigan Henry/Natasha Wijeweera/
Olivia White
Assistant Editor: Micah Chase/Chris Rizzo