Turn
Your
Back
2023 —
social & influencer —
print —
outdoor —
social & influencer —
print —
outdoor —
︎︎︎
At the beginning of March, TikTok's "Bold Glamour" filter had more than 400 million views. It surprised the world by becoming one of the first Al-powered filters, as it was flawless in its face-tracking.
The filter replaces every pixel of the face with a standardized beauty image, making it a weapon against the confidence and self-esteem of the biggest filter users: little girls and young women.
Dove invited hundreds of women to fight this trend by taking away its ability to do harm: by literally turning their backs on it.
The filter replaces every pixel of the face with a standardized beauty image, making it a weapon against the confidence and self-esteem of the biggest filter users: little girls and young women.
Dove invited hundreds of women to fight this trend by taking away its ability to do harm: by literally turning their backs on it.
#TurnYourBack, the initiative that started as a post and quickly spread across the internet, reached the spotlight with its powerful message at one of the most important events in the world: the Oscars, at the hands of Nischelle Turner and Gabrielle Union, and triggered the digital movement to became a global campaign.
The message was supported by OOH in the world's largest markets such as US, UK, CA, FR, IT, SPA, SA, BRA, turning the conversation to beauty standards and generating a critical stand in social networks.
The message was supported by OOH in the world's largest markets such as US, UK, CA, FR, IT, SPA, SA, BRA, turning the conversation to beauty standards and generating a critical stand in social networks.
01—
Case Study
Case Study
54% of girls prefer the way they see themselves when their photos are edited.
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Print Ads
Print Ads
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Billboards
Billboards
Dove has championed wider definitions of beauty.
The Wall Street Journal —
The Wall Street Journal —
04—
Gabrielle Union at Vanity Fair Oscar After Party
Gabrielle Union at Vanity Fair Oscar After Party
