CLIENT
Dove
AGENCY
Razorfish
TAGLINE
#ShowUs more women who look like me
CAMPAIGN
Print / OOH / Social / TVC
Ten years after Dove’s groundbreaking “Real Beauty” campaign, the harsh truth remained: 70% of women still didn’t see themselves reflected in media and advertising. So we partnered with Getty Images and GirlGaze to do something about it.
Dove's Project #ShowUs became the world’s largest stock photo library designed to challenge beauty stereotypes—showing women as they truly are. With over 7,000 images from 40+ countries, all captured without digital distortion, we set out to create authentic representation on a global scale. Every image was captured by female and non-binary photographers, reclaiming how women are portrayed.
With 10% of every licensed image supporting these creators, #ShowUs is much more than a collection—it’s a revolution.
UNILEVER TEAM @ RAZORFISH
Executive Creative Director: John Antoniello
Associate Creative Directors: Bonnie Bottorf + Kim Davies + Michael Emerson + Carlos Perez + Kaitlin Strovink
Senior Art Directors: Aidan McDermott + Taiyo Kitagawa + AJ Halbrook
Senior Copywriter: Victoria Probert
Strategists: Rachel Bradshaw + Jessica Manfredi + Emily Shea
Client Services: Jennifer Barry + Hetal Patel
Campaign Results
900M Global reach
100% Social positive sentiment (trendkite)
15,175K New followers
85,000K Hand raisers
33M+ Youtube views
900+ Companies downloaded #ShowUs images
100,000 Image downloads
17,000% Increase page views to site during launch week
Campaign Key Visuals
Editorial Campaign Content
An Industry Guidebook
Authentic representation of women in media requires collective action—across brands, agencies, and industries. Our image bank is just one step. To go further, we created a comprehensive guidebook to help media and advertisers more accurately represent women, female-identifying, and non-binary individuals.
We printed and distributed over 1,000 #ShowUs books globally to key industry leaders, ensuring it reached those with the power to make change.
*Copies were placed on every seat at The Eighth Annual 3% Conference in NYC, amplifying the message at one of the industry’s most important events.
Awards & Recognitions
Ad Age’s Top 5 ads
Adweek Project Isaac Awards: Best Partnership Invention
Cannes Lions 2019: Glass Lion for Change – Silver
Cannes Lions 2019: Brand Experience & Activation – Shortlist
Cynopsis Best of the Best: Best Diversity Awareness Campaign – Winner
D&AD: Equality & Diversity – Finalist
Digiday Awards: Best Social Good Campaign – Shortlist
The Drum: Most Innovative Use of Content
The Drum: Best Integrated Cross-Channel Media
The Drum: Best Not-For-Profit Content Strategy
The Drum Social Purpose Awards: Best Rep. of Diversity & Inclusion in a Campaign
The Drum: Best Content Campaign
The Drum: Best Integrated Marketing Campaign
The Drum: Best Video Campaign
ECHO Awards: Best Integrated Campaign – Silver
ECHO Awards: Best Campaign for CSR/Social Good – Bronze
Effie Awards (Global): Positive Change, Social Good – Winner
Effie Awards (U.S.): Media Content Partnership – Gold
Epica Awards: Public Interest on Social – Shortlist
Fast Company Innovation By Design Awards: Social Good – Honorable Mention
Jay Chiat Awards: Global Strategy – Silver
Jay Chiat Awards: Nonprofit – Shortlist
New York Festival Advertising Awards: Collabs & Partnerships – Gold
New York Festival Advertising Awards: Social Good – Silver
New York Festival Advertising Awards: Social Brand – Silver
New York Festival Advertising Awards: Integrated Marketing – Silver
New York Festival Advertising Awards: Unique Partnership – Finalist
New York Festival Advertising Awards: Women – Finalist
New York Festival Advertising Awards: Environmental Good – Finalist
New York Festival Advertising Awards: Community Building – Finalist
New York Festival Advertising Awards: Civic Education – Finalist
New York Festival Advertising Awards: Audience Connection – Finalist
The One Show 2020: Creative Effectiveness – Shortlist
The One Show 2020: Integrated – Shortlist
The One Show 2020: Global Consumer Brand – Shortlist
Shorty Social Good Awards: Fashion, Beauty & Luxury – Category Winner
Shorty Social Good Awards: Social Movement – Gold
Shorty Social Good Awards: Integrated Campaign – Gold
Shorty Social Good Awards: Diversity & Inclusion – Gold
YouTube Top 6-Second Ads