Dove: Dove 10 vs 10

Bronze Award

Dove 10 vs 10

Dove

Australia

2025

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Guardian...

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Entrant Company

Ogilvy

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Category

Being 10 is no longer the goofy, uninhibited age of fun we all remember. Shockingly for today’s 10-year-old girls, life is about retinol and anti-ageing skin care regimes. Despite platform age-gating, harmful social media content is pressuring them to adopt unnecessary adult skincare regimes. This doesn’t only damage their skin, which isn’t fully developed, but it also undermines their self-esteem. With a powerful and sobering campaign featuring real 10-year-old girls from today, and 10-year-olds from 10 years ago, Dove sparked a global conversation with one simple question: When did 10 stop looking like 10?

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Executions

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