Sharp Objects: Dove Makes Billboard Out of Syringes to Slam Toxic Beauty Standards

The teen-centric project, on display in a shopping mall, comes from Ogilvy Toronto and David Miami

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Dove has a decades-long history of using a metaphorical pointy stick to jab the beauty industrial complex, repeatedly calling out unrealistic standards and harmful imagery and messages.

In its latest project, the Unilever brand arms itself with actual sharp objects—medical-grade syringes—to graphically illustrate how many cosmetic procedures Canadian teens have had in the past year.

The activation, called “Injectable Billboard,” has been installed in the courtyard of Square One shopping mall in Toronto for maximum exposure to the target audience.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in