Empowering Idents

To celebrate inspiring women working in the fields of law, medicine, and crime, Dove recently teamed up with Sky Witness for a series of empowering idents. Creatively devised by Ogilvy UK and directed by Great Guns’ Giovanni Messner, the spots explore the challenges women can face at work and the importance of feeling comfortable in their appearance.
Inspired by Sky Witness’ focus on medical, legal, and crime dramas, the eight idents feature women working in such fields, with professions ranging from police officers and detectives, lawyers and solicitors, to physiotherapists and sonographers. The 15-second spots avoid a traditional documentary approach, with director Giovanni Messner choosing to marry authentic and unscripted interviews with the control and planning of a more traditional shoot. As a result, the final idents – which see the women discuss their jobs and the impact their appearance has had on their professional lives – reflect a more narrative film-style approach, even with a short run time.
Great Guns chose to work with casting director Anna Stark who worked tirelessly to source the real life women featured in the campaign, with the team then having to narrow down the selection to the final eight subjects.