Dove deconstructs the universal ‘I’m fine’ response of teens with the power of cartoons
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.
Dove Cartoon Network
The Unilever brand announced the partnership with the channel's Steven Universe series in April this year. Working alongside the show's animators and writer, Rebecca Sugar, Dove has been creating original shorts for broadcast using the show's characters to help educate kids and build body confidence.
The latest ‘I’m Fine’ campaign has been crafted by Ogilvy to draw attention to the project, using the same medium – cartoons – to augment and 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 again. The girls reply with the simple phrase: “It was fine.”
The films form the latest initiative from Dove’s Self Esteem Project, which aims to reach 40 million young people in 140 countries by 2020. They will be seeded across social, digital and cinema across the UK, France, Mexico and Brazil.
Unilever's Unstereotype initiative recently announced plans to purge the music industry of stereotypes through a partnership with Simon Fuller, the mogul best known for managing the Spice Girls.
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