Dove’s #TurnYourBack campaign challenging a viral TikTok filter wins Media Grand Prix

Ogilvy UK and David Madrid won the Media Grand Prix at the Cannes International Festival of Creativity on Wednesday for their joint work on Dove’s “#TurnYourBack” campaign to confront harmful video filters on social media. The two agencies developed the “#TurnYourBack” social media push within just 72 hours of TikTok’s release of the “Bold Glamour” video filter, which significantly alters users’ facial features with heavy makeup, poreless skin and plump lips, among other changes. When Ogilvy called on creative agencies around the globe to submit potential campaign ideas to challenge the potentially-negative impacts of the “Bold Glamour” filter, the agency collected 250 different pitches in under 24 hours. Ogilvy ultimately chose #TurnYourBack,” put forth by Ogilvy UK and David Madrid as a way to urge influencers, celebrities and everyday people to literally turn their back toward their phone cameras in a rejection of the impossible beauty standards promoted by the video filter. Cannes Lions coverage Follow our live blog here Sign up here for email updates See all of the Grand Prix winners here The campaign kicked off in March on TikTok, where the agencies tapped into Unilever-owned Dove’s influencer community. The team partnered with more than 70 TikTok creators, tasking them with sharing statistics about the consequences that social media filters can have on girls’ self-confidence before turning away from the camera and urging viewers to do the same. @lookwhoshira Beauty filters impact mental health and self-esteem. I’m vowing not to use them, and I hope that you’ll join me and @dove and #TurnYourBack to the #BoldGlamour filter. #LetsChangeBeauty #NoDigitalDistortion #realbeautyisbold #AD #DovePartner ♬ When I Look At You (Instrumental) - BLVKSHP The #TurnYourBack hashtag, which has since garnered nearly 60 million TikTok views, also moved beyond phone screens at the Academy Awards ceremony, where actress Gabrielle Union and Entertainment Tonight co-host Nischelle Turner turned away from the cameras at the event. The campaign also jumped from social media feeds to print and billboards. Mindshare served as the media agency for the campaign. @dove No filter should tell you how to look. 80% of girls are already using filters by the age of 13. It’s no wonder their perception of beauty and their self-esteem are distorted. Help reverse the damage. #TurnYourBack on the Bold Glamour filter and digital distortion. Real beauty is bold. #RealBeautyIsBold #Dove #LetsChangeBeauty #NoDigitalDistortion #BeautyCommunity #SelfEsteem ♬ original sound - dove “Influencers create culture, and as an influencer industry we have a duty of care to the millions of people that tune into the content we put out,” said Rahul Titus, global head of influence at Ogilvy, at the campaign’s launch. “#TurnYourBack is a perfect example of how we can be part of the solution.” Gold winners Nine campaigns won Gold Lions in Media:

Dove’s #TurnYourBack campaign challenging a viral TikTok filter wins Media Grand Prix

Featured Stories