Introduction:

Dove wants everyone to reject the new Bold Glamour filter and join their #NoDigitalDistortion movement. The campaign, developed by Ogilvy and DAVID, starts with influencers expressing concerns about the filter’s harmful impact on social media users. The filter presents an unrealistic and troubling idea of beauty that looks too perfect. The associated hashtag has gained over 365 million views since its launch.

Unifying Against Harmful Distortion:

The campaign aims to unite people and encourage them to turn their backs on this harmful digital distortion. Research by the Dove Self-Esteem Project shows that 38% of girls in the US feel unable to meet beauty standards set by social media influencers. By age 13, 80% of girls have used filters or apps to alter their appearance in photos. Girls who frequently distort their images have lower self-esteem about their bodies compared to those who don’t. More details can be found in the attached release.

Collaboration and Creativity:

The filter was launched during a global creative meeting at Ogilvy, where creative community members gathered worldwide. The agency presented the Borderless Brief and received over 250 ideas within 24 hours. The collaborative effort resulted in the #TurnYourBack campaign, created by DAVID Madrid and Ogilvy UK with support from DAVID São Paulo.

Taking a Stand for Authentic Beauty:

Liz Taylor, Ogilvy’s global chief creative officer, highlighted the irony of discovering this filter while discussing the positive impact of technology. When technology negatively affects culture, we have a responsibility to act. The Bold Glamour filter reinforces harmful beauty standards that Dove aims to eliminate. Glamour should not be limited to one look or standard, and it’s crucial to oppose the damage caused by digital distortion on young people. Witnessing the team’s passion and creativity in addressing this issue shows how collective efforts can redefine beauty.

Alexis Verschueren

Making brand experiences that stick!