Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
TikTok’s new Bold Glamour filter has been downloaded more than 16 million times since it launched last month. Dove is taking a stand against it and the unrealistic beauty standards it perpetuates in an influencer-led campaign from Ogilvy and David.
Part of the long-running Dove Self-Esteem Project, the #TurnYourBack effort kicked off March 9 with TikTok post from Dove. Stating that “no filter should tell you how to look,” it shows women turning away from the camera and walking off screen. It also explains the wide impact of similar tools, noting that 80% of girls are using filters by age 13 and 54% of girls prefer the way they look when their photos are edited.
Paid posts from influencers including Hira Mustafa and Nadya Okamoto echo Dove’s message, encouraging others to avoid digital distortion. The campaign will continue with digital content and OOH activations.
“When young people distort their images, they distort their minds too,” Dove global vice president of external communications Firdaous El Honsali said in a statement. “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.”
Bold Glamour launched while Ogilvy was hosting a global creative meeting and the agency quickly solicited responses from members of its network, receiving 250 slides in less than 24 hours. David Madrid and Ogilvy UK created #TurnYourBack with production assistance from DAVID São Paulo.
“Watching how we came together as a global network to turn this around in six days from brief to going live gave me goosebumps and brought back memories of ‘Courage is Beautiful,’” Ogilvy global executive creative director Daniel Fisher said in a statement. “Filters like this might feel like a bit of fun but they are potent tools that are destroying the self-esteem of millions of young girls.”
CREDITS:
Client:
Chief marketing officer, Dove: Alessandro Manfredi
Global vice president of external communications and sustainability, Dove: Firdaous El Honsali Global brand director, Dove Masterbrand: Pau Bartoli
Head of global Dove influencer marketing: Lynsey Smith
Head of global PR Dove masterbrand: Sarah Potter
Global senior manager Dove masterbrand: Alix Colin
Brand director, U.S. masterbrand: Kathryn Fernandez
U.S. content lead, Dove: Jillian Engel
Agency and Partners
Global CCO DAVID Madrid: Pancho Cassis
Global COO DAVID: Sylvia Panico
Global PR director DAVID: Sandra Azedo
CCO DAVID Madrid: Saulo Rocha
Creative director DAVID Madrid: Pedro Sattin
Creative director DAVID Madrid: Jose Sancho
Art director DAVID Madrid: Daniela Botero
Copywriter DAVID Madrid: Miguel Ángel Gómez
Global executive creative director (Unilever) and special projects Ogilvy UK: Daniel Fisher
Global chief creative officer, Ogilvy PR and chief creative officer, Ogilvy California: Lisa Bright
Global creative director Ogilvy UK: Liam Bushby
Global creative director Ogilvy UK: Alison Stevens
Senior creative Ogilvy UK: Ian Brassett
Senior creative Ogilvy UK: Dave Anderson
Chief strategy officer, One Unilever Ogilvy NY: Lindsey Gonnella
Global client lead Ogilvy UK: Jo Bacon
Global managing partner Ogilvy UK: Doug Le Patourel
Global account director Ogilvy UK: Carmen Vicente Soto
Global account manager Ogilvy UK: Grace Boyle
Creative project manager Ogilvy UK: Jay Perez
Senior art producer Ogilvy UK: Chloe Jahanshahi
Senior producer Ogilvy UK: Megan Sturgess
Global social and influence lead Ogilvy UK: Rahul Titus
Global influence business director Ogilvy UK: Andrea Maylor
Influence director Ogilvy UK: Poppy Richards
Influence manager Ogilvy UK: Miriam Martinez
Influence executive Ogilvy UK: Samia Ahmed
Influence strategy associate director Ogilvy CA: Nayria Kodazian
Head of influencer, North America Ogilvy US: Ansley Williams
Influencer senior strategist Ogilvy US: Lara Olson
Influencer strategist Ogilvy CA: Surbhi Gandhi
Influencer senior strategist Ogilvy CA: Jaclyn Modena
Production Partners:
Executive production, attendance DAVID Brazil: Thais Sanches
Production director DAVID Brazil: Fernanda Peixoto
Production DAVID Brazil: Letícia Brito
Attendance assistant DAVID Brazil: Mariana Bueno
Editing:
Editor DAVIDMadrid: Cristian Migueliz
Editor: Manuel Martín Gavilán
Photographer:
Image Producer, Direction, Director of Photography: Ricardo Barcellos
Colour Retouching:
Head of post production: Manuel Martín Gavilán
Media Placement/Activation:
Mindshare
