Dove - Turn Your Back (case study)

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Dove is spearheading the #NoDigitalDistortion movement, urging people to reject the new Bold Glamour filter. Developed by Ogilvy and DAVID, the influencer-led campaign aims to raise awareness about the harmful effects of the filter on social media users. Within just seven days, the hashtag has garnered over 365 million views, highlighting its widespread impact.

The campaign is mobilizing individuals to unite and symbolically reject the harmful effects of digital distortion. Research from the Dove Self-Esteem Project reveals alarming statistics: 38% of girls in the US feel they cannot meet the beauty standards propagated by social media influencers. Additionally, 80% admit to using filters or retouching apps by age 13, contributing to lower body esteem among 48% of those who regularly distort their photos. Further details can be found in the attached release.

The filter debuted during an Ogilvy global creative meeting, where creatives from around the world collaborated on the #TurnYourBack idea. Within 24 hours of issuing the Borderless Brief, the agency received over 250 slides of ideas, showcasing the borderless creativity inherent in Ogilvy's global network. Ultimately, the team embraced the #TurnYourBack concept, developed by DAVID Madrid and Ogilvy UK, with production support from DAVID São Paulo.

Liz Taylor, Ogilvy’s global chief creative officer, said, “The irony is not lost on me that I learned about this filter while standing in a room of global creatives talking about the ways we can use emerging technologies to create a positive impact. When technology penetrates culture in harmful ways, we have a moral obligation to stand up and take action. The Bold Glamour filter reinforces the toxic beauty standards that Dove has been working to abolish. Glamour has never been about conforming to just one look or one standard, and we need to galvanise people to take a stand against the damage that digital distortion is having on young people. Watching how our team came together with passion, fight, and true borderless creativity to take on this issue was a powerful example of how together we can change beauty.”

Firdaous El Honsali, global vice president of external communications at Dove, said, “While social media filters can be a source of creativity and self-expression, Bold Glamour goes beyond ‘play.’ Tools once only available to professionals can now be accessed by young girls at the touch of a button and without regulation. At Dove, we are committed to #NoDigitalDistortion in any of our marketing and advertising so that we can support a more positive environment on social media that is representative of real, authentic beauty. When young people distort their images, they distort their minds too. We are calling on our community to join us to turn their backs to the toxic Bold Glamour filter and stand up for real beauty. Because real beauty is bold!”

AWARDS
Cannes Lions 2023
- Media Grand Prix
- 1 Gold in Media
- 1 Bronze in Social & Influencer

CREDITS
Brand: Dove (Unilever).
Advertising Agencies: Ogilvy London and DAVID Madrid.
Countries: United-Kingdom and Spain.
Production: DAVID Sao Paulo.
Media: Mindshare London.
PR: Ogilvy London.

Dove
Chief Marketing Officer: Alessandro Manfredi.
Brand Director: Pau Bartoli.
Head Of Marketing: Lynsey Smith.
PR: Sarah Potter.
Brand Director: Kathryn Fernandez.
Content Director: Jillian Engel.
Vice President: Firdaous Elhonsali.

DAVID Madrid
Chief Creative Officer: Pancho Cassis.
Chief Operating Officer: Sylvia Panico.
PR Director: Sandra Azedo.
Chief Creative Officer: Saulo Rocha.
Creative Director: Pedro Sattin, Jose Sancho.
Art Director: Daniela Botero.
Copywriter: Miguel Ángel Gómez.

Ogilvy North America
Chief Creative Officer: Lisa Bright.
Chief Strategy Officer: Lindsey Gonnella.

Ogilvy UK
Executive Creative Director: Daniel Fisher.
Creative Director: Liam Bushby.
Creative Director: Alison Stevens.
Creative: Ian Brassett, Dave Anderson.
Chief Client Officer: Jo Bacon.
Managing Partner: Doug Le Patourel.
Account Director: Carmen Vicente Soto.
Account Manager: Grace Boyle.
Project Manager: Jay Perez.
Producer: Chloe Jahanshahi, Megan Sturgess.
Social: Rahul Titus.
Business Director: Andrea Maylor.