#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.
- العلامة التجارية
- Dove
- الوكالة
- Ogilvy UK and DAVID Madrid
- السوق
- عالمي
- المنطقة
- عالمي
- السنة
- 2023
التحدي
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.
الفكرة
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.
مصدر دراسة الحالة: Ads of the World المصدر ↖
الجوائز
- Cannes Lions 2024Creative Effectiveness – C05 REAL-TIME RESPONSEذهبية
- Cannes Lions 2023Media – D06 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYالجائزة الكبرى
- Cannes Lions 2023Media – A02 CONSUMER GOODSذهبية
- Cannes Lions 2023Social & Influencer – C01 ORGANIC REACH & INFLUENCEبرونزية
فريق العمل
- Creative agency and PR
- Ogilvy UK
- الوكالة الإبداعية
- DAVID Madrid
- الإنتاج
- DAVID Sao Paulo
- الوكالة الإعلامية
- Mindshare London
- الرئيس التنفيذي للتسويق، Dove
- Alessandro Manfredi
- Brand Director, Dove
- Pau Bartoli
- رئيس التسويق، Dove
- Lynsey Smith
- العلاقات العامة، Dove
- Sarah Potter
- Brand Director, Dove
- Kathryn Fernandez
- Content Director, Dove
- Jillian Engel
- Vice President, Dove
- Firdaous Elhonsali
- الرئيس التنفيذي للإبداع، DAVID
- Pancho Cassis
- الرئيس التنفيذي للإبداع، DAVID
- Saulo Rocha
- Chief Operating Officer, DAVID
- Sylvia Panico
- PR Director, DAVID
- Sandra Azedo
- المدير الإبداعي، DAVID Madrid
- Pedro Sattin
- المدير الإبداعي، DAVID Madrid
- Jose Sancho
- المدير الفني، DAVID Madrid
- Daniela Botero
- كاتب الإعلانات، DAVID Madrid
- Miguel Ángel Gómez
- الرئيس التنفيذي للإبداع، Ogilvy North America
- Lisa Bright
- الرئيس التنفيذي للاستراتيجية، Ogilvy North America
- Lindsey Gonnella
- المدير الإبداعي التنفيذي، Ogilvy UK
- Daniel Fisher
- المدير الإبداعي، Ogilvy UK
- Liam Bushby
- المدير الإبداعي، Ogilvy UK
- Alison Stevens
- مبدع، Ogilvy UK
- Ian Brassett
- مبدع، Ogilvy UK
- Dave Anderson
- Chief Client Officer, Ogilvy UK
- Jo Bacon
- الشريك المدير، Ogilvy UK
- Doug Le Patourel
- مدير الحسابات، Ogilvy UK
- Carmen Vicente Soto
- مدير الحساب، Ogilvy UK
- Grace Boyle
- Project Manager, Ogilvy UK
- Jay Perez
- المنتج، Ogilvy UK
- Chloe Jahanshahi
- المنتج، Ogilvy UK
- Megan Sturgess
- Social, Ogilvy UK
- Rahul Titus
- مدير الأعمال، Ogilvy UK
- Andrea Maylor
