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Look How Far We've Come

Look How Far We've Come | Unilever | Ogilvy
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basics
Industry: House, Garden & Pets
Media:Cyber
Market:Canada
Style: Minimalism
descriptioncnen
MediaSpend
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.
EntrySummary
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.
BriefExplanation
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.
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awards
Cannes Lions International Festival of Creativity 2018
Bronze Film Craft
Use of Original Music
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