| Title | REAL BEAUTY ID |
| Brand | DOVE/UNILEVER JAPAN |
| Product / Service | PERSONAL CARE |
| Category | B12. Corporate Social Responsibility (CSR) / Corporate Image |
| Entrant | ADK Tokyo, JAPAN |
| Idea Creation | ADK Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Atsushi Matsumoto | ADK | Creative Director/Copy Writer |
| TAKAYUKI YAMADA | ADK | Planner |
| MAI SATO | ADK | Copy Writer |
| Satoshi Otsuka | ADK | PR Director |
| DAISUKE HIRATA | Tohoku Shinsha | Director |
| TAKASHI ASO | Tohoku Shinsha | Producer |
| SATOSHI KIKUCHI | Tohoku Shinsha | Production Manager |
| TAKUYA OOMURA | Tohoku Shinsha | Production Manager |
| TOMOAKI OGURA | independent | Photographer |
| SEIGO TAKEUCHI | NA | Lighting Director |
| AYANA FUKUOMRI | NA | Sound Operator |
| Akiko Miyamoto | ADK | Account Director |
A survey conducted by Unilever indicated that only 7% of Japanese girls in their teens feel confident about their appearance. This is the lowest ratio in the world. Wanting to do something about this situation, total personal care brand Dove implemented a project to re-take student ID photos at Hiroo Gakuen, a high school in central Tokyo. In addition to taking the photos, a surprise was prepared in which each student watched a video with comments from her classmates before the photo session. Made newly aware of their own attractive features, the students took part in the photo session with feelings of confidence and self-esteem. Their expressions were vibrant, and the new student ID cards revealed the charm and personality of each young woman. (Student IDs produced during this project were actually used by the students until graduation day.)