Unlisted, animation directors againstallodds, LOLA MullenLowe and Passion Pictures have created an epic new Dove spot in the pursuit of better representation in gaming.
The animated film draws us into the real-life story of Cinthia, one of four developer-downloadable avatars created for the campaign. The story commences as the game ends, with Cinthia returning to her dressing room. She sheds the sexualised attire of her character, seeming far more comfortable in her own skin.
A recent study from Dove, in association with Women in Games revealed that 60% of girls and 62% of women feel misrepresented in games, with over one-third of young girls’ self-esteem being negatively impacted by lack of diversity in characters. And 74% of women wish for more inclusivity in female video game characters.
Continuing Dove’s ‘Let’s Change Beauty’ tagline, the film acknowledges the power in demolishing prohibitive beauty stereotypes. When our hero, Cintia, returns to the game, she does so as her confident, authentic self, ready to face her next foe.
Says Katie Mackin, managing director, Unlisted: “The opportunity to utilise againstallodds’ evocative storytelling to convey this important message around diversity and inclusion was an irresistible one. We’re proud to partner with LOLA MullenLowe to bring this campaign to life.”
Agency: LOLA MullenLowe
Executive Creative Director: Tomás Ostiglia
Managing Director: Tom Elliston
Account Director: Bárbara de la Plaza
Head of Planning: Camilla Facin
Planner: Bruno Gomiero, Ana Goyoaga
Creative Director: Kevin Cabuli, Jorge Zacher, María García Campos
Creative: Augusto Callegari, Pedro Mezzini
Designer: Alan Chung
Head of Production: Felipe Calviño
Producer: Marina Saro, Jorge Saade
Production Company: Unlisted
Executive Producer: Katie Mackin
Producer: Julie Murnaghan
Production Company: Passion Pictures
Art Director: Sam Klughertz
Executive Producer: Juliette Stern
Head of Production: Mike Turoff, Juliette Stern
Producer: Xavier Questel
Production Manager: Hannah Lawson
Managing Director: Jason Nicholas
Post/VFX: Passion Animation Studios
CG Lead: Simon Brown, Nia James, Suz Forward, Matthew Jenkerson
CG Artist: Hannah Binney
CG Supervisor: Howard Bell
Music/Sound design: Big Sync Music
Music Supervisor: Alicia Leinot, Alexandra Carlsson Norlin
Composer: Fer Martino