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Top 6: April 28th 2021

Dove: Reverse Selfie

Top 6: April 28th 2021
Dove, the Unilever-owned personal care brand, is renewing the fight for real beauty standards by pushing into the activist digital era with a hard-hitting new campaign. The crucial issue of women and girls’ self-esteem is once again top of the agenda, as Dove uses its new global platform to highlight the widespread damage caused by the trend for heavily edited selfies in Ogilvy’s new campaign for the brand. At the heart of the campaign is a 60 second film, ‘Reverse Selfie’, which is released online today ahead of a paid-for push starting on 26 April and is a sequel to Dove’s seminal 2006 film ‘Evolution’, which highlighted the false and unrealistic nature of the beauty ideals perpetuated by the advertising industry and the media. ‘Reverse Selfie’ begins with an image that a young woman has posted of herself on social media. The action then rewinds, reversing all the tweaks and staging that have gone into creating that image, and revealing the shockingly young girl behind the picture. First to go is the filter which lets the woman choose impossibly full, perfectly coiffed locks, then we lose the tweaks to her chin, nose and eyes. Touch-ups used to remove a blemish disappear next, and then the woman’s lips are un-plumped until they return to reality. Then we see the removal of the hairspray and makeup the woman applied before taking the picture and suddenly we understand the shocking truth – it’s not a woman whose image we’ve been watching, but a girl barely into her teens.
Credits Other credits

Daniel Fisher: Global Executive Creative Director Unilever

Sian Hughes: Design Lead Integrated

Jo Bacon: Global Business Lead, WPP Unilever

Sam Pierce: Global Managing Partner

Georgie Howard: Global Business Director

Grace Boyle: Account Manager

Zahra Mair: Project Manager

James Brook-Partridge: Head of Integrated Production (Unilever)

Sarah Thomson: Head of Art Production (Unilever)

Chloe Jahanshahi: Art Producer

Ben Kay: Chief Strategy Officer

Ila De Melloa Kamath: Strategy Partner

Cristina Diago: Strategist

Justin Jackson: Senior Social Strategist


Sam Jones: Editor

Scott Crane: Editor

Phil Oldham: VFX Supervisor and lead flame artist

Lucas Warren: VFX Artist

Tom Clapp: VFX Artist

Carl Godwin-Alvarez: VFX Artist

Jonas McQuiggan: Motion graphics and design

Munzie Thind : Engineer

Philip Kelin: Composer/Arranger

Sophie Harris-Taylor: Photographer

Lucy Barbour: Stills Producer

Justin Shurmer: Retoucher

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