2023 Winner

CASE SUMMARY

When Canada’s top newscaster was suddenly fired, it was said her grey hair played a role. An important societal double standard was suddenly brought to light.

When men go grey in the workplace, they’re distinguished. Experienced. When women do the same, they’re seen as old and irrelevant. Committed for decades to championing real beauty, Dove chose to take a stand. With one woman’s story as the spark, Dove ignited a cultural movement to address sexism and ageism for women in the workplace.

Within 48 hours of the news breaking, Dove turned its iconic gold logo grey in support of women aging on their own terms in the workplace.

Overnight, Dove activated influencers to turn their profile pictures grey alongside the brand, and global brands and audiences followed suit in support. Dove donated $100,000 to Catalyst, a Canadian non-profit supporting women in the workplace.

The brand also wrote to the Ontario Human Rights Commission, urging for further protection for grey-haired women facing ageism and sexism. In response, Dove made history by being invited to join their advisory board, where the brand will advocate for real progress for women, for years to come.

Credits

Global Chief Creative Officer, Judy John
Chief Creative Officer, Canada: Anthony Chelvanathan
Chief Strategy Officer, Canada: Laura Kim
VP, Creative Director: Mary Soroka
VP, Creative Director: Shauna Roe
VP, Director of Production: Tamara Sulliman
Client Lead: Danielle Bozinoff
EVP, Head of Brand: Jennifer Meehan
Head of Influencer Canada and North American Influencer Ops: Sara Rezaee
Influencer Strategist: Madison Boratto
Influencer Specialist: Gabriel-Lee Steed
Earned Media Specialist: Caelan McMichael
Data Intelligence Lead: Nicholas Boles
Data Intelligence: Magdalena Gizicki
Data Intelligence: Polina Sandomirsky
Crisis & Risk: Sofiya Yusypovych
Crisis & Risk: Greg Vanier
Editor: Anthony DeLuca