Dove took its ‘Campaign for Real Beauty’ up a notch this month, as the Unilever brand deployed a fake PhotoShop plugin to catch designers in the act of manipulating model images. See why it’s our video viral of the week below…
For the first time, Dove via OgilvyOne spoke directly to those responsible for manipulating our perception of beauty and art directors, graphic designers and photo retouchers in a place only they could be reached.
The agency then seeded the Photoshop plugin on popular social news site Reddit, where art directors and photo retouchers could download it. The post promised to add skin tone to an image, but actually erased all special effects and returns the photo to its original state (“Don’t manipulate our perceptions of real beauty” appears on-screen).
It comes seven years into the company’s Campaign For Real Beauty which generates lots of marketing content about women having confidence in themselves and defying conventions and pressures about focusing on their appearance.
The ad has so far amassed 750,000 YouTube views.