How Dove targeted art directors, graphic designers + photo retouchers with downloadable Photoshop Action via Ogilvy One/Ogilvy, Toronto
March 7 2013, 9:53 pm | | 6 Comments
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.
6 Comments
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