|Product / Service||DOVE|
|Category||B02. Native & Built-in Feature Integration|
|Entrant||UNILEVER PHILIPPINES Taguig City, THE PHILIPPINES|
|Idea Creation||OGILVY Makati City, THE PHILIPPINES|
|Media Placement||MINDSHARE PHILIPPINES Taguig, THE PHILIPPINES|
|Production||RUNAWAY ROBOT PRODUCTIONS San Juan, THE PHILIPPINES|
|Michael Sicam||Ogilvy & Mather Philippines, Inc.||Group Executive Creative Director|
|Karl Garcia||Ogilvy & Mather Philippines, Inc.||Copywriter|
|Sam Dedel||Ogilvy & Mather Philippines, Inc.||Senior Art Director|
|Hans Malang||Ogilvy & Mather Philippines, Inc.||Associate Creative Director|
While social media became an avenue to connect and express one’s self, it also created unwarranted pressure amongst young women. In a recent study, 69% of females have experienced stress and anxiety from social media. Many got caught in the Comparison Trap - the feeling you get when you judge your life based on the beautiful posts of others. Insecurity began to develop with every scroll. As a brand whose purpose is to provide a positive experience of beauty for women, Dove needed to empower women to pause and appreciate the real beauty that they possess. Inspired by the blank black screen on mobile phones, Dove hoped to soothe the tension and anxiety faced by these women by disrupting women’s social media journey and providing an avenue for them to reflect on their own beauty.
On World Mental Health day (October 10), Dove disrupted the usual experience of women on social media. While scrolling through their Instagram and Facebook feed, an ad appeared mimicking their scrolls. Like always, images of beautiful women were shown being liked and heart-reacted. However, after a few seconds, the story fades to black – reflecting back the face of the user staring at her phone. A reassuring voice, accompanied by an on-screen message, shares words of encouragement. Don’t worry. This won’t be long. Take this time to take a look at yourself. To appreciate your eyes, your nose and lips. Every detail you may have overlooked. You are beautiful. More than you think. Of the many likes you’ve given You should like yourself first. Don’t doubt your real beauty. DOVE. #ReflectYourBeauty Dove was able to turn an ad placement into a moment to literally reflect, pause, and appreciate one’s self. When women swiped up on the ad, it led them to Dove’s home page, which housed the brand’s continuing mission to promote positivity and well-being. While the campaign was launched at the height of numerous e-commerce sale launches, the campaign successfully engaged its core audience, females 18-44, during its 1-week run.