Dove's Reverse Selfie: A very impactful campaign
From 1950, Dove has been working with Ogilvy for the marketing of Dove’s brand and especially for Dove’s Campaign of Real Beauty. After 15 years, “Dove Evolution” film got a Grand Prix winner in Cannes and was recognized as one of the most influential advertising ever. On April 2021, Dove made a contemporary update of Dove Evolution: “Dove Reverse Selfie”. With this campaign, Ogilvy aimed to drive awareness for the brand, to increase the brand power and understanding that Dove really inspires women to feel good about the way they look. The video features a 13 years old girl who edited her picture before posting it online. The film plays backwards, it started by the selfie Instagram post of the young girl, then reversed the various changes the girl has made using a filter of an editing application on her mobile. She changed her hair, the shape of her lips and chin, and used makeup products like eyeliner and lip gloss. In this film Dove focused on the problems of image dist...