• SUB CATEGORY :
    BROADCAST: CONSUMER GOODS
  • ENTRANT COMPANY :
    OGILVY, SYDNEY
  • TITLE :
    10 VS 10
  • BRAND :
    DOVE
  • ADVERTISER :
    UNILEVER
  • AGENCY :
    OGILVY, SYDNEY
  • GLOBAL CLIENT LEAD :
    JO BACON
  • CHIEF EXECUTIVE OFFICER :
    SALLY KISSANE
  • MANAGING DIRECTOR :
    MICHELLE HOLLAND
  • MANAGING PARTNER :
    SOPHIE PAYNE
  • GLOBAL CHIEF CREATIVE OFFICER :
    LIZ TAYLOR
  • CHIEF CREATIVE OFFICER :
    TOBY TALBOT/MIRIAM WELLS (OGILVY PR)
  • EXECUTIVE CREATIVE DIRECTOR :
    DANIEL FISHER/BRIDGET JUNG/CLARK EDWARDS/
    SARAH LEFKOWITH
  • CREATIVE DIRECTOR :
    ALEXANDRE COLLARES/JOSH AITKEN/NINA EAST
  • ART DIRECTOR :
    LEORA ZUCKERMAN/KATE PRICE/SARAH THOMSON/
    CHLOE JAHANSHAHI
  • COPYWRITER :
    SOPHIE AITKEN/CINDY DIEP/CLAUDIA WILLIAMS/JULIA LEGGAT
  • EXECUTIVE PRODUCER :
    AMANDA KRESGE/LYNSIE ROBERTS
  • HEAD OF CULTURE & INFLUENCE :
    LIANA ROSSI
  • DESIGN DIRECTOR :
    DOM O'CONNELL
  • DESIGNER :
    DOM O'CONNELL/AMBER MAXWELL
  • DEPUTY HEAD INTEGRATED PRODUCTION :
    CHRIS CHAPMAN
  • BUSINESS STRATEGY DIRECTOR :
    JACKIE PRINCE
  • CLIENT SERVICE DIRECTOR :
    LUCY TONE MCGURK
  • ACCOUNT DIRECTOR :
    MIRJANA SLAVKOVIC
  • SENIOR PROJECT MANAGER :
    JULIA SAMPAIO
  • MEDIA AGENCY :
    MINDSHARE, LONDON
  • STRATEGIC PLANNING DIRECTOR :
    TESSA HUBBARD/ANNE SERR/MICHELLE MORGAN/
    EMILY GREEN/ASHLEIGH JONES
  • BUSINESS DIRECTOR :
    NATASHA READE
  • CLIENT DIRECTOR :
    LUCY MULCHINOCK
  • PAID SOCIAL ACCOUNT DIRECTOR :
    LERIS ARMAH-NEWMAN
  • ACCOUNT DIRECTOR :
    NATHAN HOPE
  • ACCOUNT MANAGER :
    MARK FIELD
  • PR AGENCY :
    EDELMAN PR, NEW YORK CITY
  • ENGLISH SYNOPSIS :
    The film paints a picture of two very different worlds, separated by less than a generation. In the first act, we see a series of scenes of real girls from the past being 10. Goofing around. Playing. Hanging with friends. Not a smart phone, selfie, or social feed in sight.

    Then we transition to act two. Switching to a 16/9 social video format and pitching the SFX to something more unnerving,
    we enter the world of today’s skincare-obsessed 10-year-olds.
    We see them apply anti-ageing serums, use beauty tools, and perform to camera like influencers do. It’s both disturbing and confronting.

    We finally reveal a simple question: When did ten stop looking like ten? This is followed by a series of titles, detailing the problem and providing links for parents and carers to find out more information about the issue.
  • ENGLISH CONTEXT EXPLANATION :
    Since the start of 2024, young girls have been making headlines around the world for ransacking Sephora stores in search of
    the latest adult skincare.

    Despite the age gate to TikTok, girls as young as ten years old were accessing the platform and being exposed to anti-aging skincare content, normalizing its use and creating the absurd trend toward using mature skincare.

    Exposure to anti-aging content and products is a gateway into increased anxiety and interventions around appearance in young girls.

    Dove’s proprietary research during this time found that nearly
    1 in 2 young girls (10-17 years-old) expect to worry more about their appearance as they age, and 1 in 3 expect to take on cosmetic work or plastic surgery to alter their appearance.

    Additionally, the ingredients in anti-aging products are unhealthy and damaging to young skin. The Self-Esteem Project is Dove’s long-standing dedication to creating a world where beauty, and social media is a source of confidence – not anxiety. As such,
    we felt compelled to address the absurd and harmful trend of young girls consuming anti-aging content and products.