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Category
Banners & Interactive Advertising / Other Interactive Media - Single
Annual ID
141004N
About the Work
To target photo manipulators, we disguised our message as a tool they already use, a Photoshop Action. Photoshoppers download ‚??actions‚?ù to apply a series of effects with a single click. We created our ‚??Beautify‚?ù action and shared it online, claiming it added a 'skin glow effect.‚?ù However, when applied it actually reverted their photo back to the original and communicated our powerful message. By targeting those responsible, the goal was to reignite the conversation about Real Beauty, proving that Dove is taking action against photo manipulation ‚?? thus creating a stronger connection with the women who they are fighting for.
2014 Awards
Total Points: 5
Merit
Credits
Agency
OgilvyOne Worldwide/Ogilvy & Mather / Toronto
Art Director
Stefan D'Aversa
Chief Creative Officer
Matt Hassell
Ian MacKellar
Writer
Noah Feferman
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