Global Network of the Year:
Ogilvy
Finalist
Print
Consumer Campaign
| Entrant: | Ogilvy UK, London |
| Brand: | Dove - 10 V 10 Campaign |
| Title(s): | "Carousel", "Ice Cream", "Karaoke", "Cowgirl" |
| 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 long-term self-esteem, with nearly 1 in 2 girls aged 10-17 expecting to worry about their appeaance as they age, and 1 in 3 expecting 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.
To create an immediate, emotional jolt, 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. Print layouts delivered our message at a national scale, connecting parents and caregivers to expert-backed resources on navigating skincare conversations with their children.
Dove’s 10 vs 10 campaign sparked a global discussion around what anti-aging skincare content is doing to the health and well-being of young girls.
The campaign saw a 209% increase in online conversation amongst parents about the issue – a big success in our short flight period. Women and young women have taken to TikTok, X, and even LinkedIn to post about the campaign and the issue, while others have organically started sharing photos of their 10-year-old selves on Instagram along with comments about the problem, highlighting its relevance. The campaign generated over 1.5 million organic views online purely from real people's posts in its first week alone.
Most importantly, parents and caregivers around the world have accessed free online resources developed with leading dermatologists and body care experts. Our Anti-Aging Skincare Talk has been played on TikTok over 59,600 times with 99% positive sentiment in response.