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Campaign budgets are set and paid media is secured. It’s go-time. The brief is ready and now the work begins towards final production. This Lunch + Learn takes a closer look at a Dove-Nike ad that aired on Super Bowl Sunday in Feb 2024, centered on body confidence and self esteem for young girls playing sports. It’s about educating coaches and leaders on how empathy and understanding are critical aspects to building confidence and grit to push through. Hard Knocks has since gained accolades, including numerous Cannes Lion nominations and it secured the 6th highest scoring spot on that Super Bowl Sunday.
Hard Knocks was a perfect blend of found footage that worked superbly with footage from the agency team’s shoot. What’s more, it was perfectly on-brand for the Dove-Nike collaboration. Hard Knocks shows the importance of taking the hits when you’re knocked down and having the confidence to get back up, move forward and not give up. Nicely done Unilever and Ogilvy.