Dove takes a stand against digital distortion
The skin and hair care brand launches an influencer-led campaign encouraging us to turn our backs on unrealistic beauty standards.
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Credits
powered by
- Agency Ogilvy/London
- Production Company In-House at Agency
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Credits
powered by
- Agency Ogilvy/London
- Production Company In-House at Agency
- Ad Agency DAVID/Madrid
- Global Chief Creative Officer Pancho Cassis
- Global Chief Operating Officer Sylvia Panico
- Chief Creative Officer Saulo Rocha
- Creative Director Pedro Sattin
- Creative Director Jose Sancho
- Art Director Daniela Botero
- Copywriter Miguel Gomez
- Global Executive Creative Director Daniel Fisher
- Global Chief Creative Officer Lisa Bright
- Global Creative Director Liam Bushby
- Senior Creative Ian Brassett
- Senior Creative David Anderson
- Senior Art Producer Chloe Jahanshahi
- Senior Producer Megan Sturgess
- Production Director Fernanda Peixoto
- Producer Leticia Brito
- Editor Cristian Migueliz Fuente
- Head of Post Production/Editor Manuel Gavilan
Credits
powered by
- Agency Ogilvy/London
- Production Company In-House at Agency
- Ad Agency DAVID/Madrid
- Global Chief Creative Officer Pancho Cassis
- Global Chief Operating Officer Sylvia Panico
- Chief Creative Officer Saulo Rocha
- Creative Director Pedro Sattin
- Creative Director Jose Sancho
- Art Director Daniela Botero
- Copywriter Miguel Gomez
- Global Executive Creative Director Daniel Fisher
- Global Chief Creative Officer Lisa Bright
- Global Creative Director Liam Bushby
- Senior Creative Ian Brassett
- Senior Creative David Anderson
- Senior Art Producer Chloe Jahanshahi
- Senior Producer Megan Sturgess
- Production Director Fernanda Peixoto
- Producer Leticia Brito
- Editor Cristian Migueliz Fuente
- Head of Post Production/Editor Manuel Gavilan
Research done by the Dove Self-Esteem Project shows that 38% of girls in the U.S. feel they can’t live up social media’s beauty standards, and 80% say they’ve already applied a filter to their photos by age thirteen.
As a result, 48% of girls who distort their photos regularly have lower body esteem compared to 28% of girls who don’t.
In light of these shocking statistics, Dove has collaborated with social media content creators to initiate this powerful campaign, developed by Ogilvy and DAVID.
The initiative calls on people to #TurnYourBack on the new Bold Glamour filter - an alarmingly realistic photo filter which presents a concerning ideal of beauty. It encourages people to film themselves physically turn their backs on this harmful form of digital distortion to encourage positive body image.
Saulo Rocha, Chief Creative Officer at DAVID Madrid, said: “We realised that the best way to face this concerning problem was to actually turn our backs, because if we don’t lend social media our faces, they can’t distort our concept of beauty. It’s a simple, yet powerful, gesture. And we hope that it can make a positive impact in the life of young women all across the globe."
