Dove is encouraging people to 'turn their back' on the new Bold Glamour filter as part of its mission to create a #NoDigitalDistortion movement. The influencer-led campaign, developed by Ogilvy and DAVID, is kicking off with content creators sharing how they personally feel about the Bold Glamour filter and the damage it can do (and is doing) to social users. The Bold Glamour filter presents a concerning ideal of ‘beauty’ – one that looks real, too real. In the seven days since it launched, the hashtag has been viewed more than 365M times (probably more by now).

The campaign is galvanising people to stand together and physically turn their backs on this harmful form of digital distortion. Through research done by the Dove Self-Esteem Project 38% of girls in the US say they can’t live up to the beauty standards that influencers project on social media, and 80% say they have already applied a filter or used a retouching app to change the way they look in their photos by age 13. As a result, 48% of girls who distort their photos regularly have lower body esteem compared to 28% of girls who don’t. More detail in the attached release.

The filter launched while Ogilvy was hosting a global creative meeting with members of its creative community from around the world. The brief was put out as a Borderless Brief to the creative community and in less than 24 hours they agency had over 250 slides worth of ideas. The end result is a product of the borderless creativity that drives Ogilvy’s global creative network. In the end, the team rallied around the idea for #TurnYourBack, which was created by DAVID Madrid and Ogilvy UK with production assistance from DAVID São Paulo.

Liz Taylor, Ogilvy’s global chief creative officer, said, “The irony is not lost on me that I learned about this filter while standing in a room of global creatives talking about the ways we can use emerging technologies to create a positive impact. When technology penetrates culture in harmful ways, we have a moral obligation to stand up and take action. The Bold Glamour filter reinforces the toxic beauty standards that Dove has been working to abolish. Glamour has never been about conforming to just one look or one standard, and we need to galvanise people to take a stand against the damage that digital distortion is having on young people. Watching how our team came together with passion, fight, and true borderless creativity to take on this issue was a powerful example of how together we can change beauty.”

Firdaous El Honsali, global vice president of external communications at Dove, said, “While social media filters can be a source of creativity and self-expression, Bold Glamour goes beyond ‘play.’ Tools once only available to professionals can now be accessed by young girls at the touch of a button and without regulation. At Dove, we are committed to #NoDigitalDistortion in any of our marketing and advertising so that we can support a more positive environment on social media that is representative of real, authentic beauty. When young people distort their images, they distort their minds too. We are calling on our community to join us to turn their backs to the toxic Bold Glamour filter and stand up for real beauty. Because real beauty is bold!”

AWARDS
Cannes Lions 2023
- Media Grand Prix
- 1 Gold in Media
- 1 Bronze in Social & Influencer

CREDITS
Brand: Dove (Unilever).
Advertising Agencies: Ogilvy London and DAVID Madrid.
Countries: United-Kingdom and Spain.
Production: DAVID Sao Paulo.
Media: Mindshare London.
PR: Ogilvy London.

Dove
Chief Marketing Officer: Alessandro Manfredi.
Brand Director: Pau Bartoli.
Head Of Marketing: Lynsey Smith.
PR: Sarah Potter.
Brand Director: Kathryn Fernandez.
Content Director: Jillian Engel.
Vice President: Firdaous Elhonsali.

DAVID Madrid
Chief Creative Officer: Pancho Cassis.
Chief Operating Officer: Sylvia Panico.
PR Director: Sandra Azedo.
Chief Creative Officer: Saulo Rocha.
Creative Director: Pedro Sattin, Jose Sancho.
Art Director: Daniela Botero.
Copywriter: Miguel Ángel Gómez.

Ogilvy North America
Chief Creative Officer: Lisa Bright.
Chief Strategy Officer: Lindsey Gonnella.

Ogilvy UK
Executive Creative Director: Daniel Fisher.
Creative Director: Liam Bushby.
Creative Director: Alison Stevens.
Creative: Ian Brassett, Dave Anderson.
Chief Client Officer: Jo Bacon.
Managing Partner: Doug Le Patourel.
Account Director: Carmen Vicente Soto.
Account Manager: Grace Boyle.
Project Manager: Jay Perez.
Producer: Chloe Jahanshahi, Megan Sturgess.
Social: Rahul Titus.
Business Director: Andrea Maylor.