Toronto creatives at Ogilvy raised the stakes for Dove who have been promoting "Real Beauty" for nearly a decade by going right to the source of those responsible for manipulating our perceptions of said beauty. That's right all you art directors, graphic designers and photo retouchers they are talking to you.
They encouraged "True Beauty" with a digital activation that tricked retouchers into downloading a "Beautify Action" that, instead of making their pictures glow, made them return to normal again. Copy was added onto the photo that told them to embrace beauty the way it was. The idea is actually good, but lets be honest some retouching is par for the course.
Credits:
Agency: Ogilvy, Toronto
Creative Director: Matt Hassell
Creative Director: Ian MacKellar
Art Director: Stefan D'Aversa
Copywriter: Noah Feferman
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