Dove.
Dear Media
During the 2016 Olympics, we created a campaign that held the media accountable for making comments about female athletes’ looks instead of their athletic abilities. Our website and digital billboards tracked and displayed the sexist comments in real time — pulled from online publications, live broadcast, and radio — encouraging the world to respond directly to the publishers on social media.
A campaign that tracked sexist comments from the media in real time during the Olympics.
* Grand Clio @ Clio Sports Awards
* Gold @ Clio Beauty Awards
* Silver @ Clio Awards
* Wood Pencil @ D&AD
* 3x Shortlist @ Cannes Lions
* 2x Silver @ London International Awards
* Merit @ The One Show
* 2x Merit @ ADC Awards
* Winner @ The Webbys
* And more…
On our website, people could see the sexist quotes and respond to its publishers right away.
Case study.
Online video.
Digital billboards also displayed the quotes in real time.
The campaign generated 40,000 organic tweets and reached 321 million people. But most importantly, Emma Watson loved it.
More awards.
* 2x Silver @ Clio Sports Awards
* Gold @ Clio Beauty Awards
* 2x Silver @ Clio Beauty Awards
* Shortlist @ Clio Awards
* Bronze @ London International Awards
* Finalist @ London International Awards
* People’s Voice @ The Webbys
* Winner @ Shorty Awards
* 2x Finalist @ Shorty Awards
* Honorable Mention @ Awwwards
* FWA of the day @ The FWA
* Gold @ Twitter Awards
* Campaign of the Year @ Marketing Drive
* 2x Gold @ MMA Smarties
* Best In Show @ MMA Smarties
* 2x Winner @ Creativepool Annual
* Bronze @ Jay Chiat Awards
Press.
* Adweek
* Mashable
* Fast Company
* Ad Age
* FWA (of the day)
* and more…