Dove is looking to critique the meaning of ‘I’m fine’ – a phrase usually snapped by insecure teenagers – in an animated series of films celebrating its ongoing partnership with Cartoon Network.
The Unilever brand announced a partnership with Cartoon Network’s Steven Universe series in April this year. Working alongside the show's animators and writer, Rebecca Sugar, Dove creates original shorts for broadcast using the show's characters to help educate kids and build body confidence.
The ‘I’m Fine’ campaign has been crafted by Ogilvy to draw attention to the project, using the same medium of cartoons to explore the insecurities felt by four girls in the USA, Brazil, Mexico and France.
The films begin a live action sequence of the teenagers interacting with their family at home before they’re asked how their day has been. Animation then floods the screen and the girls are transformed into avatars of themselves, in a landscape where their hopes and fears are visualised as animated metaphors.
The girls rap their inner thoughts over each cartoon in their local language. Nesida in New York voices her thoughts on everything from her hairstyle to the inherent narcissism of the selfie, for instance.
As the spoken word and animation speed to reach a climax of frustration, live action takes over. The girls reply with a simple phrase: “It was fine.”
Client Brand Team: Sophie Galvani, Dinara Bekmansurova, Hannah Burns
Executive Creative Directors: Andre Laurentino and Gerald Lewis
Creative Team: Matt Nankivell, Vik Kanyo, Ollie Jarrott
TV producer: Lora Jane Brisland
Print producer: Chloe Jahanshahi
Account Team: Cathy Sadiner, Sam Pierce, Georgie Howard, Carmen Vicente Soto
Strategy Team: Sandy Thompson, Joshua Crost
TV Production Company: Sweetshop
Director: Andrew Lang
Producer: Justin Edmund-White
Animation Director: Frankie Swan @ Picasso
Animation Producer: Melissa Venet
DOP: Ula Pontikos
Editor: Gary Forrester @ The Quarry
Colourist: Oisin O’Driscoll @ The Mill
Post Producer: Jake Saunders @ Unit
Sound Design: Jamie Thomas @ Unit
Music Supervisor: Big Sync Music
Composers: Huntsmen Music
Photographer: Kitty Gale, represented by Gill Turner