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Dove: I'm Fine

Ogilvy UK reveals what's really going on behind a young girl's typical response - "I'm fine" - in this quartet of cool animated films for Dove.

Focusing on four girls from the USA, Brazil, Mexico and France, the spots use a combination of live-action and animation to convey the self-esteem issues that girls around the world are struggling with, but when asked: 'How was your day?', hide the problem behind a non-commital shrug or a monosyllabic answer instead.

The campaign was co-produced by Picasso Pictures and Sweetshop London, with Picasso Pictures' animation director Frankie Swan creating the vibrant illustrations and fluid 2D animation that take viewers into each character's mindscape, while the live-action footage, appearing either side of the animation, was directed by Sweetshop's Andrew Lang.

The campaign was created to raise awareness of Dove's Self-Esteem Project as well as the ongoing partnership between Dove and Cartoon Network - a series of animated shorts which explore issues of bullying and self-esteem through characters from the Steven Universe series.

I'm Fine kicks off with Nesida [top], featuring a wannabe writer from New York who worries about fitting in in an image-obsessed world of social media and selfies, and Karla [below], a Mexico City native who uses gymnastics and mathematics to help her express herself. Portuguese and French iterations are set to go live in the coming weeks.

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