Battles can’t always be fought like a football game, with the offense and defense meeting each other head-on. Sometimes it’s most advantageous to infiltrate the enemy for a sneak attack--which is exactly what Dove is doing in its ongoing war against unrealistically svelte depictions of women in advertising.
The decade-running "Real Beauty" campaign, which won a Grand Prix at Cannes in 2007, continues its assault on Photoshop by fighting fire with fire. Created by Ogilvy Toronto, Dove Canada’s latest endeavor is a sneaky way to hit the perpetrators of such ads right at the source--their computers.
The team at Ogilvy created the Photoshop action "Beautify", a downloadable file that makes a change with a single click, in this case aimed at photography creatives who might be shaving the curves off of a not-even-curvy model right this very second. The company hopes to spread "Beautify" by leaving it on sites like Reddit which art directors and the like are known to frequent--presenting it as an aid for retouching.
Read more: Dove Canada Uses Photoshop Trojan Horse to Shame Potential Body-Shamers | Co.Create: Creativity \ Culture \ Commerce:
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