Dove "Purpose" by Ogilvy UK

Dove puts armpit anxiety to bed with the brand's first purpose-driven campaign.

The spot celebrates 13 women's approaches to their underarms, from armpit tattoos to brightly bleached pits, to quash the idea of a body maintenance "ideal". Live across social and digital channels, the work embraces armpit scars, glittery festival pits and dark marks, emphasising "everyone is normal and everyone is different".

It was written by Ollie Jarrott, art directed by Matt Nankivell and directed by Lisette Donkersloot through Caviar.

Credits

Global brand vice president
Global brand directors
Global senior brand manager
Global brand manager
Agency
Chief creative officer
Creative director
Senior art director
Senior copywriter
Behind the scenes DoP/ editor
Global managing partner
Global business director
Global account manager
Planning partner
Strategist
Agency producers
Art producer
Project manager
Production company executive producer
Production company producer
Production company
Photographer
Print producer
Print production company
Post producer