Matthew Jones Graphic Designer

ABOUT

In April 2020, COVID-19 forced countries into lockdown, hospitals were over-whelmed, and soap became a weapon against the virus. Dove committed $7.5m to support healthcare workers around the world with products, equipment and donations, and asked us to announce this. Our challenge was to honour these healthcare-workers’ incredible work without exploiting them, whilst staying true to Dove’s platform of Real Beauty in the context of a pandemic. Furthermore, we had six days, were in lockdown, and working remotely from different locations and time zones. Beauty and a pandemic are uncomfortable bedfellows, so we threw away the beauty playbook. Our insight came from a heroic gesture by frontline-staff who started sharing pictures of their faces on social media, bruised and blistered from wearing protective masks, as a wake-up call to show the disbelievers that the pandemic was real and serious. In these extraordinary images were faces of courage and in their strength was beauty. This unlocked our strategic shift: From Real Beauty as Confidence To Real Beauty as Courage. Our idea was to honour these healthcare-workers by featuring their powerful portraits as a way to thank them directly for their selfless actions, drawing attention to the serious message they were trying to send, whilst showing Courage is Beautiful. On 6 April (6 days after the idea was conceived) our campaign launched on major TV networks, with assets adapted for social channels in short format lengths and shareable assets, amplifyied through influencer outreach. To ensure healthcare workers received our thanks directly, we analysed key-workers shift patterns and commute times data to ensure we reached them between 16 hours shifts, upweighting DOOH and bus-shelters between 6-8am and pm when changeovers happened. OOH sites outside hospitals turned this impersonal digital OOH into a channel of personal gratitude. showed changeovers were 6-8am and 6-8pm.

AWARDS

Cannes Lions

MADEIT CREDITS

  • DoveClient
  • Alessandro ManfrediGlobal Dove
  • Alison LaweeAudio Executive Producer
  • Aviva GrollWorldwide Managing Director
  • Ben KayChief Strategy Officer
  • Ben McIlveen2D Artist
  • Beth BlatchAccount Director
  • Big Sync MusicMusic Partner
  • Billy MeadOffline Editor
  • Chloe JahanshahiArt Producer
  • Darryl BoltonExecutive Producer
  • David ScanlonSenior Print Producer
  • Ed HoadleyExecutive Producer
  • Georgie HowardGlobal Business Director
  • Jo PapayyianniPost Production
  • Jonathon NixonArt Producer
  • Kristina AnzlingerExecutive Producer
  • Mike KerryGlobal Creative Delivery Lead
  • Nadja Bellan WhiteWorldwide Managing Partner
  • Nathan OlszewickiAssistant
  • Paul FerdenziOffline Editor
  • Pia Smith-BoquienProgramme Director
  • Rebecca TummersAccount Coordinator
  • Richard EvansTechnical Operator
  • Sam PierceGlobal Managing Partner
  • Sophie Van EttingerGlobal Brand Vice President Dove Masterbrand
  • Tom KennyChief Strategy Officer
  • * Ogilvy UKAdvertising Agency
  • * Daniel FisherGlobal Executive Creative Director Unilever
  • * Christian HorsfallGroup Creative Director
  • * Juliana ParacencioChief Creative Officer
  • * Matthew JonesHead of Integrated Production
  • * Sarah ThomsonHead of Art Production
  • * Brian MurrayChief Creative Officer
  • * Pam DanowskiAssociate Creative Director
  • * Marie-Pierre TouréAgency Producer
  • * SNDWRxAudio Creative Director
  • * Cannes Lions
Project featured: on 23rd November 2022

Courage Is Beautiful

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