Look How Far We've Come
By Ogilvy, Toronto, Canada
For Unilever Brand Dove
Highly Commended in category Advertising
In subcategory Film
Project Description
For over 10 years, Dove has been tirelessly creating programs to help build the self-esteem of more than two million girls, and counting. In fact, the Dove Self-Esteem movement started nurturing the self-esteem of girls long before any other brand.
Over the last few years, many brands have been jumping onto the self-esteem bandwagon that was once exclusive to Dove. Consumers were primed for Dove to reassert our self-esteem leadership/supremacy in a way that no one else could. So we did, by demonstrating how far three real and accomplished young women, whose early successes were influenced by the efforts of the Dove Self-Esteem Project, had come.
In a sea of other brands, with their big, shiny, heavily-promoted ads talking about girls’ self-esteem, we needed to provide living proof that the Dove Self-Esteem Project is not just an ad. It’s actually changing lives.
Over the last few years, many brands have been jumping onto the self-esteem bandwagon that was once exclusive to Dove. Consumers were primed for Dove to reassert our self-esteem leadership/supremacy in a way that no one else could. So we did, by demonstrating how far three real and accomplished young women, whose early successes were influenced by the efforts of the Dove Self-Esteem Project, had come.
In a sea of other brands, with their big, shiny, heavily-promoted ads talking about girls’ self-esteem, we needed to provide living proof that the Dove Self-Esteem Project is not just an ad. It’s actually changing lives.
Agency Solution
To show how far we’d come in 10 years, we started where it all began: we found 3 accomplished young women who had participated in the Dove Self-Esteem Project years ago as girls. We then showed how strong self-esteem was helping them achieve so much today:
•Alexa, who hated her glasses and was called a nerd, had become a confident and determined journalist.
•Raquel, an elite dancer, once believed she was too curvy to succeed in dance.
•Alexis, who was told she was too ugly to look at, had found her personal beauty as a professional jazz singer.
We showcased the transformation of these 3 girls in a film that seamlessly integrated their strong, confident present-day selves into still photos of their younger, insecure selves.
Our film was set to an original song, “Look How Far I’ve Come”. This powerful song was specially-written for and masterfully performed by Alexis, one of 3 confident young women who participated in the Dove Self-Esteem project many years ago.
We had targeted strategies to reach both mom and young adults.
In social, we developed animated GIFs, one per girl, which ran on Facebook and Instagram. Here we tailored the messaging based on our target.
We drove Moms 35-49 to our website to download the DSEP resources and share them with their children. We drove young adults 25-34 to our YouTube Channel to learn more about these girls’ stories and to educate them on the benefits of fostering strong self-esteem for a young girl in their lives. The girls were also featured on our in-store POS material.
In the end, we provided living proof that the Dove Self-Esteem Project is not just an ad campaign. It’s actually changing lives.
•Alexa, who hated her glasses and was called a nerd, had become a confident and determined journalist.
•Raquel, an elite dancer, once believed she was too curvy to succeed in dance.
•Alexis, who was told she was too ugly to look at, had found her personal beauty as a professional jazz singer.
We showcased the transformation of these 3 girls in a film that seamlessly integrated their strong, confident present-day selves into still photos of their younger, insecure selves.
Our film was set to an original song, “Look How Far I’ve Come”. This powerful song was specially-written for and masterfully performed by Alexis, one of 3 confident young women who participated in the Dove Self-Esteem project many years ago.
We had targeted strategies to reach both mom and young adults.
In social, we developed animated GIFs, one per girl, which ran on Facebook and Instagram. Here we tailored the messaging based on our target.
We drove Moms 35-49 to our website to download the DSEP resources and share them with their children. We drove young adults 25-34 to our YouTube Channel to learn more about these girls’ stories and to educate them on the benefits of fostering strong self-esteem for a young girl in their lives. The girls were also featured on our in-store POS material.
In the end, we provided living proof that the Dove Self-Esteem Project is not just an ad campaign. It’s actually changing lives.