Lions Craft 2018 | ||
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Film Craft Lions | Use of Original Music | Bronze Lion |
Brand UNILEVER
Entrant OGILVY TORONTO
OGILVY TORONTO Toronto, Canada Entrant Company
OGILVY TORONTO Toronto, Canada Idea Creation
REACTIV Toronto, Canada Production
VAPOR RMW Toronto, Canada Production
HARBINGER Toronto, Canada PR
MINDSHARE Toronto, Canada Media Placement
Brian Murray Ogilvy Chief Creative Officer
Ian MacKellar Ogilvy Chief Creative Officer
Chris Dacyshyn Ogilvy Group Creative Director
Chris Dacyshyn Ogilvy Copywriter
Julie Markle Ogilvy Group Creative Director
Julie Markle Ogilvy Art Director
Crystal Sales Ogilvy Strategist
Aviva Groll Ogilvy Account Team
Ashley Shaffer Ogilvy Account Team
Emily Woods Ogilvy Account Team
Daniel Alter Unilever Senior Marketing Director
Diane Laberge Unilever Marketing Director
Leslie Golts Unilever Marketing Manager, Skin & Dove Masterbrand:
Robyn Kennedy Unilever Senior Assistant Brand Manager Dove Masterbrand
Maya Atallah Unilever Associate Brand Manager
Kali Kyriazis Ogilvy Agency Producer
Joey Serlin Vapor RMW Music Director
Alon Isocianu reactiv Director/Editor/VFX
Anna Junger reactiv Executive Producer
Alexis Chlopecki Alexis Chlopecki Vocal Performer
Media Spend
In the film, it is eventually revealed that the singer of our soundtrack is Alexis, one of the 3 confident young women who participated in the Dove Self-Esteem project 6 years ago. “Look How Far I’ve Come” was written for her, once a shattered young girl and now a confident young woman and aspiring jazz singer.
While the lyrics of “Look How Far I’ve Come” have profound meaning for Alexis and all that she has accomplished, they also have profound meaning for the Dove Self-Esteem Project, which has positively affected the lives of so many girls.
Not only did Alexis’ powerful acapella performance help drive over 4 million video views, it was also a top performing release on Sound Cloud, where it received almost 23,000 plays.
Entry Summary
For over 10 years, Dove has been tirelessly creating programs to help build the self-esteem of more than two million girls, and counting. In fact, the Dove Self-Esteem movement started nurturing the self-esteem of girls long before any other brand.
Over the last few years, many brands have been jumping onto the self-esteem bandwagon that was once exclusive to Dove. Consumers were primed for Dove to reassert our self-esteem leadership/supremacy in a way that no one else could. So we did, by demonstrating how far three real and accomplished young women, whose early successes were influenced by the efforts of the Dove Self-Esteem Project, had come.
In a sea of other brands, with their big, shiny, heavily-promoted ads talking about girls’ self-esteem, our film would provide living proof that the Dove Self-Esteem Project is not just an ad– It’s actually changing lives.
Brief Explanation
This film revisits three young, confident women who participated in Dove self-esteem programs many years ago, when they were insecure little girls. The film celebrates how far these girls have come, with our help.
First, we see a photo of a girl from 12 years ago, sheepishly hiding behind her glasses. Seconds later, the girl’s confident older self magically enters the photo. Alexa is now a journalist who loves her glasses.
Next we see a photo of body-conscious girl from nine years ago, in a dance studio. Seconds later, her confident older self magically dances into the photo. We discover that Raquel too was able to overcome her self-esteem issues.
Finally, we see a photo of Alexis from six years ago, when her confidence was shattered. Seconds later, we reveal Alexis’ older self, now a jazz singer, has been confidently singing the song that plays throughout the film.