TítuloReverse Selfie (135s)
Agencia
Campaña Reverse Selfie
Anunciante Unilever
Marca Dove
PostedEnero 2022
Sector Empresarial Productos de belleza y perfumes
Sinopsis Ogilvy and Dove have been fighting unrealistic beauty standards since 2004. Sadly the beauty industry has become more toxic, and women’s confidence in their beauty is at an all-time low. To accelerate change in beauty our new platform Let’s Change Beauty is detoxifying beauty for Gen-Z women and girls through action.
 
We updated Dove’s iconic film from 2006 ‘Evolution’ for 2021. ‘Reverse-selfie’ starts with the perfectly edited selfie of what looks like a woman, and tracks the edits backwards until its true face, a 13-year-old girl, is revealed. The film's emotion comes from its authenticity.
But this is more than a film, it’s a movement to change selfie-culture. The film drove to the Dove Self Esteem Project’s free downloadable social media toolkits and guides. On social, Dove launched ‘No Digital Distortion’ with Lizzo as brand ambassador, utilizing her platform and followers for this important message.
 
Results
-Global earned impressions of 6 bn - 1.9billion in the first 2 days
-Over 20,000 Confident Kits downloaded since launch
-20.6M total organic campaign reach during the first 7 days
-95% positive sentiment for the campaign, including mentions and media driving to feed.
-Launch week well above channel averages within feed takeover: 26.18% avg. reach vs 8.62% in Q1
-UGC featured on the Dove global Instagram channel drove 8.9k reach (vs Q1 Av. 4.8k) and 94.7% completion rate (vs Q1 Av. 90.66%)
-45k+ visits to campaign page over first 3 days alone 1,575 pledge sign-ups, highest in week 1 for any campaign 
Medio Case Study
Duración
Productora
VFX Company
Audio Post Production
Director de publicidad
Global Executive Creative Director
Global Creative director
Director artístico
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Realizador
Director de fotografía
Productor ejecutivo
Lead VFX

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