Overview

Courage Is Beautiful showcased powerful portraits of real frontline healthcare workers wearing the physical and emotional toll of the pandemic on their faces. These photos together with our campaign message were aired on TV, social media, magazines and OOH, praising them while announcing Dove’s financial support to healthcare workers globally.

The OOH campaign included digital billboards that were strategically placed near hospitals worldwide, thanking our healthcare heroes personally during their shift changes. Running in 15 countries, with each nation featuring local healthcare workers. Dove evolved their long-standing “Campaign for Real Beauty”, showing that beauty isn’t how you look, but what you do.

Ogilvy UK turned these powerful portraits of real frontline healthcare workers, wearing the toll of the pandemic on their faces into print and OOH, launching Unilever’s commitment to donate $5 million to frontline healthcare workers globally. It aired in over 15 countries and was covered on CNN, The New York Times and countless more.

It got over 2 billion earned PR impressions in the first week, and it smashed all Unilever benchmarks for engagement, achieving 99% positive sentiment on social.
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Role
Creative Direction, USA.
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Project
Courage Is Beautiful Global Campaign
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Client
Dove
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Agencies
Ogilvy Toronto + Ogilvy UK
+ Uniworld Group (UWG) USA
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Objective

Dove has always challenged conventional notions of beauty. During the pandemic, the objective was to pay tribute to the frontline healthcare workers who were fighting to save lives through selfless actions, with striking images of their faces bruised by protective masks. Their sacrifice and courage epitomized the true meaning of beauty and deserved to be championed. The execution featuring Patricia was honored by the jury at Cannes.
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Awards | Cannes Lions
GRAND PRIX in INDUSTRY CRAFT
(Outdoor / Art Direction)
GOLD LION in INDUSTRY CRAFT
(Outdoor / Photography)
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