Andrew Lang’s ‘I’m Fine’ series for Dove from Ogilvy UK has been selected as Creativity’s Editor’s Pick.
Dove’s latest foray into exploring the issues of beauty and self-esteem takes a look at how teenage girls really feel inside, when what they say on the outside is “I’m fine.”
A series of part live-action, part animated films by Ogilvy U.K have been made to support a partnership with Cartoon Network’s Steven Universe that Dove formed in April this year. This resulted in a series of animated Cartoon Network films, which are now being promoted via the Ogilvy ads.
The spots, directed by Sweetshop’s Andrew Lang with animation directed by Frankie Swan at Picasso, delve into the real inner thoughts and feelings of four girls from the U.S, Brazil, Mexico and France. The talent was found and cast following a general call for stories; the aim was to find girls whose own tales had universal insights, and yet were unique, personal and urged audiences to pay attention.
In the U.S, film, seen here, Nesida from New York comes home from school and when her parents ask how her day was. Then, we see her inner thoughts come to life in animation sequence, showing her struggles with wanting to fit in. In the end, however, she answers her mom simply: “I’m fine.”
Meanwhile in the Mexican film, we see how Karla from Mexico City uses gymnastics and mathematics to help her express herself. The French and Portuguese-language films will launch in the coming weeks.
The ads will be broadcast across social and digital channels and in cinemas across the U.K., France and Brazil, with a call to action using the hashtag #ConfidentGirl. The campaign is part of the wider Dove Self-Esteem Project, which the Unilever brand is running in 140 countries around the world, stating it is committed to reaching 40 million young people by 2020.
This article was first published in Creativity online on 8 August 2018.