Thought Before Action

March 2013

Dove: Thought Before Action


After years of celebrating Real Beauty and helping women find happiness in how they look, Dove decided to try something different. For the first time, we 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.

Digital advertisment created by Ogilvy, Canada for Dove, within the category: Health.

Advertising Agency: OgilvyOne/Ogilvy, Toronto, Canada
Creative Directors: Matt Hassell, Ian MacKellar
Art Director: Stefan D'Aversa
Copywriter: Noah Feferman
Account Director: Aviva Groll
Account Supervisor: Asha Davis

Comments (10)

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Highest Rated

Ceballos's picture
Activity Score 621

Why doesnt Unilever do the same with AXE?

philcoulter's picture
Activity Score 8

great idea. using a photoshop action is a clever way to push the 'real beauty' message.

brianross's picture
Activity Score 10

Clever idea

Tom Megginson's picture
Tom Megginson
Activity Score 548

Very cool. Whether anyone was actually punked or not, this video will definitely go viral.

zouz08's picture
Activity Score 209

ok and then? how the real target will get the message?
or the target audience is just women art directors, graphic designers... what a huge target.

come on, check our website:

sdaversa's picture
Activity Score 8

Tom, this guy got punked it seems. Good sport though.

DadManAdMan's picture
Activity Score 3

Love it. Great to see Dove thinking beyond TV ads and attempting to shift behaviour when it actually occurs.

kleenex's picture
Activity Score 45874


adri10288's picture
Activity Score 337

Cool execution. But why would Dove want to target such a small audience of advertising-savvy people? What are they gonna do, get inspired to quite their jobs? Seems pointless.

Pedro Ramos's picture
Pedro Ramos
Activity Score 82

really clever spin on something regularly used to make pictures prettier than they actually are...

Ceballos's picture
Activity Score 621

Why doesnt Unilever do the same with AXE?