2025 Winner

Dove’s research showed that two in three girls stop participating in school due to their lack of body confidence. To create awareness of its first ‘Dove Day’ to help boost self-esteem, its latest campaign by Ogilvy inverts the common high school yearbook trope of “Most Likely To.” The spot featured five real teenagers in high school, each with
text such as “most likely to drop gym because of my thighs” overlaid when they enter the camera’s view. The film was shot in an uninterrupted 124-second take. Targeting Canadian teachers, the film drove 403 schools to enrol for Dove’s free confidence workshop within 48 hours of launch.

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