I moved to London a month ago to start at Ogilvy, to join the Unilever global team and work with particular focus on the Dove brand. I was ready to meet all my new colleagues, but then… in my second week at work, the lockdown happened, and we all had to stay home… so I didn’t have the chance to meet some of my new colleagues. But now, after reflecting about it, I realise that I did get to know my colleagues. Pretty well, actually. From the video calls, I can see what their homes look like, what kind of art they put on the wall, what they have for breakfast, dinner, supper and midnight snack (yes, we do have some meeting at those times). I even know when they are on the bathroom (I know why you switch off video-mode, my friend, I know)…
But talking seriously, it was essential to get to know my colleagues, even if only remotely, as we needed to produce great work together as a team. And fast. We were already working on several global projects of great magnitude for Dove, and now, due to the current situation, Dove, as a brand, needed to also respond promptly toCovid-19.
Dove has always believed that beauty is not defined by shape, size or colour, but by feeling the best version of yourself - authentic, unique, real and true. And there is no greater expression of your best self than the qualities of selflessness, compassion and bravery. Together with the Toronto team, we createdCourage is beautiful. Our objective is to show the beauty of all of those who take care: nurses and doctors, who are risking their lives to save many others. For that, we are showing the faces of those professionals, marked by deep signs from their protective gear. It was two full weeks without any sleep, but definitely worth it.
This is a global campaign, being distributed across the world, starting in North America. In just over a week, we found medicine professionals from all around the world - and as you can imagine, they were busy with other things at that moment. In just some days, we produced, edited and distributed the film with professionals from several nationalities in many countries. Sourcing the images was tough, as all the images are of real frontline healthcare workers. We would not have been able to do it if it wasn´t for our efforts, commitment and coordination and an incredible teamwork of creatives, art buyers, producers, planners, account people from both offices and our client. All of that, without even leaving home.
So, home office has its pros and cons. I believe that people tend to be more objective and more punctual when meetings are remote. You can’t blame the traffic for coming late now… And since we miss a big chunk of the non-verbal communication, we tend to pay more attention to the content of what is communicated. Time management becomes more difficult though, since workplace and living space are merging, it is easy to lose track of time and forget when to stop working and take time for yourself. Especially when you are so excited about an idea.
Perhaps home office is good for creativity. It’s definitely terrible for my sleep.
“Courage Is Beautiful“, the latest global campaign from Dove, pays tribute to health workers and shows their faces marked from hours of wearing protective gear (Spot of the Week 16/2020).
Lürzer's Archive 1-2020. Ad Agency: Publicis, Madrid. CD: Quito Leal, Eduardo Marques, Juliana Paracencio, Eduardo Marques. AD: Ivan Montebello, Albert Botelho, Michelle de Los Frailes. CW: Isabel Villarroel. Illu.: Marta Cerda Alimbau
Lürzer's Archive 3-2019.
Client: Ikea. Ad Agemcy: Publicis, Madrid. CDs:
Juliana Paracencio, Eduardo Marques, Luiz-Vicente Simoes.
AD: Diego Fernandez-Cid.
CW: Guillermo Ley.
DA: Bruno Rodrigo de Miranda.
Client: Dove Ad Agency: Ogilvy & Mather, Toronto, Ogilvy & Mather, London CDs: Juliana Paracencio, Daniel Fisher, Brian Murray. AD: Christian Horsfall CW: Pam Danowski.