Ogilvy Has Launched a Provocative New Film Extending Dove’s 10 vs 10 Campaign

Both the online film and static executions feature the stark contrast between carefree ten-year olds unaffected by the pressures of adult skincare content, and those already carrying out anti-ageing skincare routines on social media.

The film carries a call to action to watch Dove’s TikTok Anti-Ageing Skin Care Talk providing tools for parents to shield young girls from harmful anti-aging content.

The 10vs10 campaign idea was developed by Ogilvy Sydney, working closely with Ogilvy UK to produce the film and broader campaign executions in a special collaboration that is a shining example of Borderless Creativity at its best.

Ogilvy Sydney ECD Bridget Jung explains: “Girls as young as 10 are being exposed to harmful social media content, pressuring them to adopt unnecessary anti-ageing skincare regimes. This not only damages their skin, but also their self-esteem. We wanted to start a conversation by asking the world one simple question: When did 10 stop looking like 10?  What I love most about 10vs10, is how confronting it is in its simplicity. The final execution has remained true to what we very first presented. That’s the power of a good idea. It’s been a brilliant collaboration between our Sydney and London offices to bring this campaign to life. I couldn’t be happier with the result.”

The 10vs10 campaign is the second wave of the influencer-led #TheFaceof10 project launched earlier this year which draws attention to the steep increase in ten year old girls engaging with anti-ageing trends.

Ogilvy Sydney ECD Bridget Jung explained, “Girls as young as 10 are being exposed to harmful social media content, pressuring them to adopt unnecessary anti-ageing skincare regimes. This not only damages their skin, but also their self-esteem. We wanted to start a conversation by asking the world one simple question: When did 10 stop looking like 10?  What I love most about 10vs10, is how confronting it is in its simplicity. The final execution has remained true to what we very first presented. That’s the power of a good idea. It’s been a brilliant collaboration between our Sydney and London offices to bring this campaign to life. I couldn’t be happier with the result.”