Dove - Don't Quit Tags

Advertising/Promotional Miscellaneous - Single

2014

Ogilvy & Mather

Company: Ogilvy & Mather Chief Creative Officer: Ian MacKellar Art Direction: Glen D'Souza, Julie Markle Writer: Mike Takasaki, Brian Quittenton Print Production: Chris Rozak Account Director: Aviva Groll Client: Unilever Canada Account Executive: Michelle Caldaroni Printing Company: Clockwork Production Account Manager: Asha Davis

6 out of 10 girls quit sports because they don't like their looks. To help interrupt this behavior, we partnered with equipment manufacturer Umbro Canada to insert specially designed tags into girls' soccer cleats - delivering a message of encouragement when it was needed most. The campaign hashtag #girlsunstoppable was used as a response mechanism to drive the conversation online.