2025 Winner

Dove’s “Most Likely To” tackled a heartbreaking truth: two-thirds of girls struggle to participate in school because they dislike how they look. This lack of confidence affects every part of school life and holds girls back from reaching their full potential. To create awareness for Dove workshops that aim to build body confidence and self-esteem in schools across Canada, it created a powerful short film featuring real high-school girls sharing how low self-confidence affects their school lives. Flipping the familiar yearbook trope on its head, the film brought raw, personal stories to life. The impact was immediate: within 48 hours, 403 schools signed up. More than 400,000 students participated and the federal government committed $1.5 million to expand body confidence education.

Credits

CLIENT
Brand: Dove Canada
Title: “Most Likely To”
General Manager, Personal Care: Divya Singh
Dove Canada Marketing Lead: Laura Douglas
Media Company: PHD Canada
PR Company: Edelman Canada

AGENCY
Agency: Ogilvy Canada
Chief Creative Officer: Francesco Grandi
Creative Director: Luke Woodard
Creative Director: Morgan Starr
Copywriter: Morgan Starr, Phil Gull
Art Director: Luke Woodard, Pedro Minari, Helen Giles
Chief Strategy Officer: Jeremy Daly
Strategy Director: Michael Mcdonald-Beraskow
Chief Client Officer: Chris Perron
Account Director: Rohan Mehra
Account Supervisor: Katie Parker
Co-Director, Production: Jaclyn Garfinkle
Co-Director, Production: Alexandre Andre

PRODUCTION
Production Company: Smuggler @ Soft Citizen
Founding Partner: Patrick Milling-Smith
Founding Partner: Brian Carmody
Chief Operating Officer: Andrew Colón
Managing Director: Sue Yeon Ahn
Managing Director: Eva Preger
Executive Producer: Rob Burns, Eva Preger, Link York
Line Producer: Rob Jacklin
Director of Photography: Juliette Lossky
Production Designer: Pink Calculator
Casting: Milo Casting
Wardrobe: Angela Kozsuta
Makeup: Shannon Burnett
Post Production: Cabin
Editor: Nina Sacharow
Transfer Facility: Alter Ego
Colourist: Eric Whipp
Online Facility: Cabin VFX
Music House: Big Sync / Boombox