Dove Thought Before Action

Branded Content - Single

2013

Ogilvy & Mather
t: 416-367-3573
e: infotoronto@ogilvy.com
w: ogilvytoronto.com

Chief Creative Officer: Ian MacKellar, Matt Hassell Art Direction: Stefan D'Aversa Copywriting: Noah Feferman Account Director: Aviva Groll Account Supervisor: Asha Davis Client: Sharon MacLeod, Michelle St. Jacques, DIane Laberge, Valerie Rousseau, Devin Borst Ad Agency: Ogilvy & Mather

Dove wanted to reignite the conversation about real beauty in a whole new way, by speaking to Photoshoppers. To do this, we disguised our message as a Photoshop Action - a downloadable tool that applies a series of effects with a single click. We posted our “Beautify” action online, promoting it as a skin glow effect. When applied, it actually reverted the photo they were manipulating back to the original and displayed a powerful message.