Courage is Beautiful showcased powerful portraits of real frontline healthcare workers, wearing the toll of the pandemic on their faces. Ogilvy UK turned these photographs into print and OOH, launching Unilever’s commitment to donate $5 million to frontline healthcare workers globally. It aired in over 15 countries and was covered on CNN, The New York Times and countless more.
What did the judges have to say?
"Beyond a true tribute paid by Dove to medical workers on a subject that concerns and obviously affects all of us, I think it is important to highlight the photographer Alberto Giuliani. If this campaign is particularly strong, its inspiration came from the images taken by this Italian photographer at the San Salvatore hospital in Pesaro, witness to one of the first pandemics. “I took these pictures trying to go beyond the news, to give a face to the fears of each of us. Nobody had commissioned the work so I had no editorial constraints and was free to seek the simplest style that felt right. I wanted to be as discreet as possible as I photographed these men and women that have such great strength and resistance,” Giuliani says. It is in large part this freedom, this extra soul and this quest for truth that make up the strength of these remarkable close-up portraits. An authentic documentary and intense visuals. This campaign reminds us of the importance of craft and the essential role of photographers who inspire and nourish us, the power and impact of strong and true images in this world in search of authenticity. Artists are the best vectors for the depth of our messages, I take this opportunity to pay tribute to them."Nathalie Maudet, Head of Art Buying Publicis, Publicis Groupe
"In a world where Photoshop and beauty are ubiquitous in our advertisements, it's refreshing to see a campaign that is based on documenting real life. Not only a pivotal moment in history, but capturing the sedulous frontline healthcare workers who are faced with the adversity of everyday life."Belle Verdiglione, Photographer & Business Coach, Belle Verdiglione
"This work captured a moment in time and spoke to consumers in a direct and raw way. Also, for a brand that produces skincare products it was brave to show skin in much less than perfect condition."Bruno Bertelli, Global Chief Creative Officer, Publicis
"It's the power of the portrait. I can imagine it in a newspaper or magazine or on a social post. So personal. You just can’t take your eyes off it. The stark, determined face. Eyes that have seen too much. The face of humanity staring at itself. These portraits represent time. What a brilliant fit with the brand, as Dove expands the meaning of beauty. Makes you look at yourself again. Face to face."Josy Paul, Chairman & Chief Creative Officer, BBDO India
"It was a timely, simple and powerful message that illustrates real beauty comes with selflessness, commitment and dedication to doing good. Honesty, genuine and simplicity. Talks to the real meaning of real beauty."Woon Hoh, Regional Chief Creative Officer, Hakuhodo Malaysia Sdn. Bhd.
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