Global Network of the Year:
Ogilvy
Finalist
Poster
Craft - Photography Campaign
| Entrant: | Ogilvy UK, London |
| Brand: | Dove |
| Title(s): | "Carousel", "Ice Cream" |
| 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:
Dove decided to defend girls everywhere by raising awareness of this harmful trend, taking the conversation off feeds and stopping our audience near locations where children are buying anti-aging products. 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, and was placed around shopping centres nationwide. 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.
The photography was a two-part process. We sourced pictures of 10-year-olds of the past, unaffected by social media, from real women united with our mission. We also found real 10-year-olds today who have been exposed to or affected by anti-ageing content. Today’s girls needed to be aware of this dangerous trend but not currently under its influence.
Once cast, our 10-year-olds (with the guidance and permission of parents/carers) recreated problematic skin care routines. Their photos were self-shot on smart phones and self-directed by the girls themselves, using industry standard accessory ring flashes and basic lighting. Their resulting photography is a sobering reflection of the pressures today’s young girls are exposed to, and an indictment of social media’s influence on young girls overall.