2025 Winner

After discovering that two out of three high school girls stop participating in school activities because they hate their appearance, Dove used “Dove Day” to launch its “Most Likely To” campaign. The film inverts the classic yearbook trope of “most likely to,” featuring five real high school girls who experience body hate. It urges Canadian educators to sign up for Dove’s free Confidence Classes. Within 48 hours of launch, 403 schools enrolled. Live-streamed sessions reached over 400,000 Canadian students, with millions more accessing the on-demand workshops, while the federal government invested $1.5 million in expanding body confidence programs in schools.

Credits

CLIENT
Brand: Dove Canada
Title: “Most Likely To”
General Manager, Personal Care: Divya Singh
Dove Canada Marketing Lead: Laura Douglas
Media Company: PHD Canada
PR Company: Edelman Canada

AGENCY
Agency: Ogilvy Canada
Chief Creative Officer: Francesco Grandi
Creative Director: Luke Woodard
Creative Director: Morgan Starr
Copywriter: Morgan Starr, Phil Gull
Art Director: Luke Woodard, Pedro Minari, Helen Giles
Chief Strategy Officer: Jeremy Daly
Strategy Director: Michael Mcdonald-Beraskow
Chief Client Officer: Chris Perron
Account Director: Rohan Mehra
Account Supervisor: Katie Parker
Co-Director, Production: Jaclyn Garfinkle
Co-Director, Production: Alexandre Andre

PRODUCTION
Production Company: Smuggler @ Soft Citizen
Founding Partner: Patrick Milling-Smith
Founding Partner: Brian Carmody
Chief Operating Officer: Andrew Colón
Managing Director: Sue Yeon Ahn
Managing Director: Eva Preger
Executive Producer: Rob Burns, Eva Preger, Link York
Line Producer: Rob Jacklin
Director of Photography: Juliette Lossky
Production Designer: Pink Calculator
Casting: Milo Casting
Wardrobe: Angela Kozsuta
Makeup: Shannon Burnett
Post Production: Cabin
Editor: Nina Sacharow
Transfer Facility: Alter Ego
Colourist: Eric Whipp
Online Facility: Cabin VFX
Music House: Big Sync / Boombox