| 标题 | Reverse Selfie (135s) |
| 广告公司 | Ogilvy UK |
| 广告战役 | Reverse Selfie |
| 广告主 | Unilever |
| 品牌 | Dove |
| Posted | 1月 2022 |
| 行业领域 | 化妆品、美容产品及香水 |
| 剧情简介 | 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 |
| 媒体类别 | 案例研究 |
| 长度 | |
| 制作公司 | Independent Films |
| VFX Company | Absolute Post |
| 音频后期制作 | Grand Central Recording Studios |
| 广告经理 | Alessandro Manfredi |
| Global Executive Creative Director | Daniel Fisher |
| Global Creative director | Juliana Paracencio |
| 美术指导 | Liam Bushby |
| 文案 | Alison Steven |
| 文案 | Ollie Jarrott |
| 导演 | Benito Montorio |
| 摄影指导 | Steve Annis |
| 执行制片 | Verity White |
| Lead VFX | Phil Oldham |