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  • SUB CATEGORY :
    TRADITIONAL BILLBOARDS
  • 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
  • RETOUCHER :
    VLADIMIRS SILINS (FRISIAN RETOUCHING)/
    OLIVIA JONES (FRISIAN RETOUCHING)
  • EDITORS :
    OLLY STOTHERT (FLOCK)/HARVEY EATON/REMY LAMONT
  • GENUINE REAL PEOPLE CASTING :
    LUCY LOCKE/GINA LIOTTI
  • REAL PEOPLE CASTING :
    LIZZIE KNOWLES
  • ENGLISH CONTEXT EXPLANATION :
    Being 10 is no longer the goofy, uninhibited age we all remember. Shockingly for today’s 10-year-old girls, life is about looking young with anti-ageing products. Despite platform age-gating, harmful social media content is pressuring them to adopt unnecessary adult skincare regimes and dissect their appearance and focus on their 'flaws'. This doesn’t only damage their young skin, but it also undermines their self-esteem. 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.

    With a sobering OOH campaign featuring real 10-year-old girls from today, and 10-year-olds from 10 years ago, Dove took the issue out of feeds and into the real world to spark a global conversation with one simple question: When did 10 stop looking like 10? The campaign successfully evoked a sense of urgency among parents and caregivers, compelling them to take action by accessing expert-created educational resources on TikTok via scannable QR codes. These resources helped parents and care givers have healthy conversations with their young girls around the issue.