In April, Dove and Cartoon Network’s Steve Universe announced a campaign in which the show’s creator, Rebecca Sugar, would create six short films to supports girls’ self-esteem.
Now Ogilvy UK has turned those films into a campaign, directed by Sweetshop’s Andrew Lang with animation directed by Frankie Swan at Picasso, that Dove is airing around the world.
Above is the spot made for the U.S., which features pre-teen Nesida as she comes home from school. When her mom asks how her day was, she shrugs it off with that standard teenaged response, “I’m fine,” when the truth is entirely something else, as the animation reveals.
The below spot was created for Mexico and features Karla talking about her fears and worries.
Two additional spots in French and Portugese will premiere in the coming weeks.
Client Brand Team: Sophie Galvani, Dinara Bekmansurova, Hannah Burns
Executive Creative Directors: Andre Laurentino and Gerald Lewis
Creative Team: Matt Nankivell, Vik Kanyo, Ollie Jarrott
TV Producer: Lora Jane Brisland
Print Producer: Chloe Jahanshahi
Account Team: Cathy Sadiner, Sam Pierce, Georgie Howard, Carmen Vicente Soto
Strategy Team: Sandy Thompson, Joshua Crost
TV Production Company: Sweetshop
Director: Andrew Lang
Producer: Justin Edmund-White
Animation Director: Frankie Swan, Picasso
Animation Producer: Melissa Venet
DOP: Ula Pontikos
Editor: Gary Forrester, The Quarry
Colorist: Oisin O’Driscoll, The Mill
Post Producer: Jake Saunders, Unit
Sound Design: Jamie Thomas, Unit
Composers: Huntsmen Music
Photographer: Kitty Gale, represented by Gill Turner