#TurnYourBack.
When TikTok's Bold Glamour filter went viral, Dove asked people to literally turn their backs on it, posting videos of themselves facing away from the camera.
- Brand
- Dove
- Market
- Global
- Region
- Global
- Year
- 2023
The challenge
The Bold Glamour filter reshaped faces so convincingly that the result looked real, setting an impossible beauty standard. Its hashtag was viewed more than 365 million times in its first week, and Dove needed to answer fast as part of its #NoDigitalDistortion stance.
The idea
Ogilvy was holding a global creative meeting when the filter launched and gathered over 250 slides of ideas in less than a day. The team chose #TurnYourBack, created by DAVID Madrid and Ogilvy UK: people were asked to physically turn their backs on the filter in their own posts, a simple gesture anyone could copy.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2024Creative Effectiveness – C05 REAL-TIME RESPONSEGold
- Cannes Lions 2023Media – D06 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYGrand Prix
- Cannes Lions 2023Media – A02 CONSUMER GOODSGold
- Cannes Lions 2023Social & Influencer – C01 ORGANIC REACH & INFLUENCEBronze
Credits
- Creative agency and PR
- Ogilvy UK
- Creative agency
- DAVID Madrid
- Production
- DAVID Sao Paulo
- Media agency
- Mindshare London
- Chief Marketing Officer, Dove
- Alessandro Manfredi
- Brand Director, Dove
- Pau Bartoli
- Head of Marketing, Dove
- Lynsey Smith
- PR, Dove
- Sarah Potter
- Brand Director, Dove
- Kathryn Fernandez
- Content Director, Dove
- Jillian Engel
- Vice President, Dove
- Firdaous Elhonsali
- Chief Creative Officer, DAVID
- Pancho Cassis
- Chief Creative Officer, DAVID
- Saulo Rocha
- Chief Operating Officer, DAVID
- Sylvia Panico
- PR Director, DAVID
- Sandra Azedo
- Creative Director, DAVID Madrid
- Pedro Sattin
- Creative Director, DAVID Madrid
- Jose Sancho
- Art Director, DAVID Madrid
- Daniela Botero
- Copywriter, DAVID Madrid
- Miguel Ángel Gómez
- Chief Creative Officer, Ogilvy North America
- Lisa Bright
- Chief Strategy Officer, Ogilvy North America
- Lindsey Gonnella
- Executive Creative Director, Ogilvy UK
- Daniel Fisher
- Creative Director, Ogilvy UK
- Liam Bushby
- Creative Director, Ogilvy UK
- Alison Stevens
- Creative, Ogilvy UK
- Ian Brassett
- Creative, Ogilvy UK
- Dave Anderson
- Chief Client Officer, Ogilvy UK
- Jo Bacon
- Managing Partner, Ogilvy UK
- Doug Le Patourel
- Account Director, Ogilvy UK
- Carmen Vicente Soto
- Account Manager, Ogilvy UK
- Grace Boyle
- Project Manager, Ogilvy UK
- Jay Perez
- Producer, Ogilvy UK
- Chloe Jahanshahi
- Producer, Ogilvy UK
- Megan Sturgess
- Social, Ogilvy UK
- Rahul Titus
- Business Director, Ogilvy UK
- Andrea Maylor
