| Title | Reverse Selfie (135s) |
| Agency | Ogilvy UK |
| Campaign | Reverse Selfie |
| Advertiser | Unilever |
| Brand | Dove |
| Posted | January 2022 |
| Business Sector | Cosmetics, Beauty Products & Perfumes |
| Story | Ogilvy and Dove have been fighting unrealistic beauty standards since 2004. Sadly the beauty industry has become more toxic, and women’s confidence in their beauty is at an all-time low. To accelerate change in beauty our new platform Let’s Change Beauty is detoxifying beauty for Gen-Z women and girls through action. We updated Dove’s iconic film from 2006 ‘Evolution’ for 2021. ‘Reverse-selfie’ starts with the perfectly edited selfie of what looks like a woman, and tracks the edits backwards until its true face, a 13-year-old girl, is revealed. The film's emotion comes from its authenticity. But this is more than a film, it’s a movement to change selfie-culture. The film drove to the Dove Self Esteem Project’s free downloadable social media toolkits and guides. On social, Dove launched ‘No Digital Distortion’ with Lizzo as brand ambassador, utilizing her platform and followers for this important message. Results -Global earned impressions of 6 bn - 1.9billion in the first 2 days -Over 20,000 Confident Kits downloaded since launch -20.6M total organic campaign reach during the first 7 days -95% positive sentiment for the campaign, including mentions and media driving to feed. -Launch week well above channel averages within feed takeover: 26.18% avg. reach vs 8.62% in Q1 -UGC featured on the Dove global Instagram channel drove 8.9k reach (vs Q1 Av. 4.8k) and 94.7% completion rate (vs Q1 Av. 90.66%) -45k+ visits to campaign page over first 3 days alone 1,575 pledge sign-ups, highest in week 1 for any campaign |
| Media Type | Case Study |
| Length | |
| Production Company | Independent Films |
| VFX Company | Absolute Post |
| Audio Post Production | Grand Central Recording Studios |
| Advertising Manager | Alessandro Manfredi |
| Global Executive Creative Director | Daniel Fisher |
| Global Creative director | Juliana Paracencio |
| Art Director | Liam Bushby |
| Copywriter | Alison Steven |
| Copywriter | Ollie Jarrott |
| Director | Benito Montorio |
| Director of Photography (DOP) | Steve Annis |
| Executive Producer | Verity White |
| Lead VFX | Phil Oldham |