Dove "Reverse selfie" by Ogilvy London

Dove has extended its fight against unnatural beauty standards in a new hard-hitting campaign from Ogilvy - this time, turning to social media activism.

The focal point of the new campaign is a 60-second film that features an image a young woman has posted on social media. It shows the image reversing from one of a made-up woman, with perfectly coiffed hair, fuller lips and rounded eyes, to one of a young girl, revealing the natural beauty beneath.

On-screen text reads: "The pressure of social media is harming our girls’ self-esteem. Let’s reverse the damage." It then points viewers to a subsite, dove.com/confidence. 

The campaign was written by Alison Steven, art directed by Liam Bushby, and directed by Benito Montorio through Independent.

Credits

Global Dove, executive vice president
Global brand vice president, Dove Masterbrand
Global brand director. Dove Masterbrand
Global brand managers, Dove Masterbrand
Creative agency
Global executive creative director Unilever
Global creative director
Art director
Copywriter
Head of copy
Head of art
Design lead integrated
Global business lead, WPP Unilever
Global managing partner
Global business director
Account manager
Project manager
Head of integrated production (Unilever)
Film producers
Head of art production (Unilever)
Art producer
Chief strategy officer
Strategy partner
Strategist
Senior social strategist
Director
Executive producer
Producer
VFX aupervisor and lead flame artist
Motion graphics and design
Executive producer Absolute
Composer/Arranger