Thought Before Action
Creative Direction: Matt Hassell, Ian MacKellar Art Direction: Stefan D'Aversa Copywriting: Noah Feferman Account Director: Aviva Groll Account Supervisor: Asha Davis Client: Sharon McLeod, Michelle St. Jacques, Diane Laberge, Valerie Rousseau, Devin Borst Ad Agency: OgilvyOne Worldwide
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.