Dove
The Dove Self-Esteem Project was launching a partnership with Cartoon Network. The idea was to start a conversation about body image with young girls on their level. One challenge was finding an authentic way to combine Dove realism with 2D animation. Another was acknowledging, especially especially when it comes to body image, that it can be hard to open up. Both came together to show, despite what’s said, there’s often much more going on. I worked on the concept, script and messaging with Matt Nankivell and Vik Kanyo, who executed the campaign beautifully with Ollie Jarrott.
Social & YouTube
The Global Campaign
The campaign rolled out across the globe with bespoke films in the US, France, Germany, Brazil, Mexico and Italy. Each one featured a different real girl and custom animation to her spoken word struggles with self-esteem.
Case Study
The campaign racked up 266 million views and drove an 8,053% increase in parents downloading self-esteem materials from Dove. It also put the brand 12.8 million kids closer to their goal of reaching 20 million young girls.