Ogilvy London wins Cannes Lions Grand Prix for Dove “Turnyourback” Campaign
By Zion Rufus
Day 3 of the Cannes Lions Festival of Creativity, world renowned advertising agency, Ogilvy London secured the Cannes Lions’ Grand Prix in the Media Lions category for their groundbreaking campaign titled “#Turnyourback” for Dove.
This accolade recognizes the agency’s exceptional work in developing a campaign that not only showcases creative excellence but also amplifies the brand’s message through an innovative channel strategy.
The Media Lions category received an impressive 1853 entries, out of which the esteemed jury awarded only 60 Lions. Among these, the campaign by Ogilvy London, in collaboration with DAVID, Madrid, stood out, receiving the highest honor. The jury recognized the campaign’s ability to harmonize creative and media elements with a clear purpose and product.
The core objective of Dove’s “#Turnyourback” campaign is to support the brand’s ongoing mission to eliminate digital distortion and combat the damaging effects of unrealistic beauty standards. The campaign specifically targets TikTok’s Bold Glamour filter, which presents an idealized version of beauty, often appearing deceptively realistic.
Throughout its history, Dove has been a vocal advocate against harmful and unrealistic expectations of beauty.
By joining forces with Ogilvy and DAVID, the brand has embarked on a mission to encourage individuals to reject the Bold Glamour filter and embrace their authentic, unfiltered selves. Leveraging the power of influencers, the campaign aims to highlight the detrimental impact of the filter on people’s self-perception and expectations of beauty.
The #Turnyourback campaign made a powerful impact by showcasing the experiences and opinions of creators who shared their personal encounters with the Bold Glamour filter.
Through their stories, the campaign sheds light on the potential harm caused by perpetuating artificial beauty standards and encourages individuals, especially young people, to feel confident and comfortable in their natural appearance.
Christian Juhl, the Jury President for Media Lions and Global CEO of GroupM, expressed the panel’s enthusiasm for recognizing the campaign with the prestigious Grand Prix. Juhl praised the campaign’s ability to seamlessly blend creative and media elements while promoting a vital message.
He emphasized that #Turnyourback not only sets a benchmark for integrating creativity and media but also serves as a timely reminder of the industry’s power to protect and empower young individuals, allowing them to defy the pressures of conforming to artificial beauty ideals.
The recognition of Ogilvy London and their partners for the Dove #Turnyourback campaign at the Cannes Lions Festival of Creativity highlights the importance of addressing unrealistic beauty standards in the digital age. Through their collaborative efforts, these industry leaders have made a significant impact by advocating for a more inclusive and authentic representation of beauty.
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