Global Network of the Year:
Ogilvy
Finalist
Health & Wellness-Craft
Performance/Casting
| Entrant: | Ogilvy UK, London |
| Brand: | Dove |
| Title: | "10 V 10" |
| Corporate Name of Client: | Unilever, London |
| Client Company Dove Global Brand Vice President: | Firdaous El Honsali |
| Client Companies Global Brand Directors: | Pau Bartoli/Amalie Thompson |
| Global Chief Marketing Officer: | Alessandro Manfredi |
| Media Company: | Mindshare, London |
| Media Strategy Director: | Michelle Morgan |
| Media Company Global Strategy Director: | Tessa Hubbard |
| Media Company Client Director: | Lucy Mulchinock |
| Media Company Business Director: | Natasha Reade |
| Media Company Global Strategy Partner: | Anne Serr |
| Media Company Global Strategy Manager: | Ashleigh Jones |
| Media Company Global Senior Strategy Executive: | Emily Green |
| Media Company Paid Social Account Director (UK): | Leris Armah-Newman |
| Media Company Account Director: | Nathan Hope |
| PR Company: | Ogilvy UK, London |
| Agency: | Ogilvy UK, London/Ogilvy Australia |
| Global Chief Creative Officer: | Liz Taylor |
| Agency Global Executive Creative Director (Unilever) & Special Projects: | Daniel Fisher |
| Agency Global Creative Directors: | Juliana Paracencio/Sarah Lefkowith |
| Agency CCO Ogilvy PR: | Miriam Wells |
| Executive Creative Directors: | Bridget Jung/Clark Edwards |
| Group Creative Director: | Nina East |
| Creative Directors: | Alexandre Collares/Josh Aitken |
| Copywriters: | Sophie Aitken/Cindy Diep/Claudia Williams/Julia Leggat |
| Agency Design Director: | Dom O’Connell |
| Art Directors: | Leora Zuckerman/Kate Price |
| Agency Deputy Head of Integrated Production: | Chris Chapman |
| Agency Head of Art Production: | Sarah Thomson |
| Agency Senior Art Producer: | Chloe Jahanshahi |
| Agency Designer: | Amber Maxwell |
| Agency Senior Producer: | Amanda Kresge |
| Agency Production Assistant: | Lynsie Roberts |
| Agency Senior Project Manager: | Julia Sampaio |
| Agency Global Client Lead: | Jo Bacon |
| Agency Client Partner: | Lucy Tone-McGurk |
| Agency Managing Partner: | Sophie Payne |
| Agency Strategy Director: | Jackie Prince |
| Agency Senior Account Director: | Mirjana Slavkovic |
| Agency Head of Culture & Influence: | Liana Rossi |
| Post-Production Companies Retouching: | Vladimirs Silins/Olivia Jones |
| Edit Facility Editors: | Olly Stothert/Harvey Eaton/Remy Lamont |
| Casting Company Genuine Real People Casting: | Lucy Locke |
| Casting Companies Casting Agent: | Gina Liotti/Lizzie Knowles |
Description:
?This can not only damage their skin, but also their self-esteem; Dove’s research found that nearly 1 in 2 girls aged 10-17 expect to worry about their appearance as they age, and 1 in 3 expect to turn to cosmetic work or plastic surgery to alter their appearance.
Dove decided to speak up and defend girls everywhere by raising awareness of this harmful trend. So we asked a simple question: “When did 10 stop looking like 10?” Our campaign juxtaposed real girls from the past with real 10-year-olds of today who are affected by this trend.
Our photographic comparison of then and now left no room for emotional ambiguity, powerfully contrasting two worlds – one full of carefree fun, one full of angst and self- awareness.
Casting was critical to creating a resonant, truthful depiction of the effects of toxic skin care content, and how this has changed the pressures 10-year-olds now face.
We worked with real women who were united in our mission to source archival photos and videos of them at age 10, unaffected by social media. We also found real 10-year-olds today who have been exposed to or affected by anti-ageing content. These girls needed to be aware of this dangerous trend but not currently under its influence.
Once cast, our 10-year-olds recreated problematic skin care content they’ve seen online. Their photos and footage were self-shot on smart phones and self-directed by the girls themselves, using industry standard accessory ring flashes and basic lighting. Their photos and videos are a sobering reflection of the toxic content young girls contend with, and an indictment of social media’s influence on girls overall.