Dove’s dose of truth
The skincare brand spotlights shocking statistics about teen girls’ use of cosmetic injections with an innovative billboard installation made from syringes.
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Credits
powered by
- Agency Ogilvy/Toronto
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- Director Anthony Ayotte
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Credits
powered by
- Agency Ogilvy/Toronto
- Director Anthony Ayotte
- Chief Creative Officer Francesco Grandi
- Ad Agency DAVID/Miami
- Chief Creative Officer Pancho Cassis
- Chief Creative Officer Rafael Donato
- Associate Creative Director Sarah Dembkowski
- Associate Creative Director Georgia Taylor
- Copywriter Sarah Dembkowski
- Art Director Georgia Taylor
- HP Cas Binnington
- Senior Producer Jaclyn Garfinkle
- Photography Producer Eliane Sauve
Credits
powered by
- Agency Ogilvy/Toronto
- Director Anthony Ayotte
- Chief Creative Officer Francesco Grandi
- Ad Agency DAVID/Miami
- Chief Creative Officer Pancho Cassis
- Chief Creative Officer Rafael Donato
- Associate Creative Director Sarah Dembkowski
- Associate Creative Director Georgia Taylor
- Copywriter Sarah Dembkowski
- Art Director Georgia Taylor
- HP Cas Binnington
- Senior Producer Jaclyn Garfinkle
- Photography Producer Eliane Sauve
With this impactful campaign created by Ogilvy and David, and directed by Anthony Ayotte, skincare brand Dove exposes the harmful nature of beauty ideals and its negative effect on Canada’s teens.
According to 2023 Vividata research, 74% of Canadian girls 14-17 want to change at least one thing about their appearance, and 50,000 teens have had injectables for cosmetic purposes.
In light of these horrific statistics, the brand constructed this billboard covered with syringes. Part of the ongoing Dove Self-Esteem Project, the installation discloses the number of Canadian girls who have undergone injectable cosmetic beauty treatments in the last year.
Francesco Grandi CCO at Ogilvy Toronto explained: “Every time a young girl scrolls her feed, she’s bombarded with toxic beauty content. No wonder the average age of cosmetic injections keeps getting younger. These girls are feeling pressured to alter the way they look, when they are still changing and developing. When we discovered the 50,000 stat, we were shocked. We thought the best way to bring attention to the issue was to visualise it”.
