How Dove targeted art directors, graphic designers + photo retouchers with downloadable Photoshop Action via Ogilvy One/Ogilvy, Toronto
After years of celebrating Real Beauty and helping women find happiness
in how they look, Dove, via Ogilvy One/Ogilvy Toronto, decided to try something different. For the first time, they spoke directly to those responsible for manipulating our perception of beauty - art directors, graphic designers and photo retouchers - in a place only they could be reached.
VIEW THE CONCEPT
Here is the top post on r/photoshop right now: http://www.reddit.com/r/photoshop/comments/19ut2z/im_sick_of_dove_making_photoshop_synonymous_with/
That's all well and good, except retouchers are simple fulfilling a brief on behest of a client - they are not autonomously deciding that's what women should look like. And as the above post mentioned, Unilever (owner of Dove) are one of the biggest culprits, also pushing Axe/Lynx, which does nothing but objectify and manipulate the perception of women. Hypocrites much?
They are so ethical towards woman and beauty and yet they are so unethical towards animals - shame on you Dove! I hate your selective morals especially because you are pointing fingers at people......Hipocrites!
Still testing on animals though....selective morals!
"...by speaking directly with those who manipulate our perceptions:
Art Directors
Graphic Artists
Photo Retouchers ..."
No mention of clients though.
I wonder how many skin whitening soaps Unilever flogs in Asia, Africa and South America? Or how the Axe / Linx campaign works to reinforce perceptions of real beauty?
Lame