Dove combines animation and musical performances to delve into the unique perceptions of four girls from the US, Brazil, Mexico and France, who all share the same battle with self-esteem.
Typically, when young girls are asked how they are, they might respond with one word or shrug. These videos deconstruct the phrase "I’m fine" to give an unfiltered look at their personal challenges. They introduce girls such as Karla from Mexico City, who uses gymnastics and maths to express herself.
The campaign promotes Dove’s partnership with Cartoon Network’s Steven Universe series, which is using the cartoon characters to talk about body confidence. It was created by Matt Nankivell, Vik Kanyo and Ollie Jarrott at Ogilvy and directed by Andrew Lang through Sweetshop.