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Thought Before Action

Branded Content

2013

Nardia Ali (OgilvyOne Worldwide)
e: infotoronto@ogilvy.com
w: ogilvytoronto.com

Chief Creative Officer: Matt Hassell, Ian MacKellar Copywriting: Noah Feferman Art Direction: Stefan D'Aversa 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.

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