Dove #TurnYourBack on Bold Glamour

Agency: Ogilvy UK & David Madrid
Client: Dove

In March 2023, the Bold Glamour filter launched on TikTok becoming a fast, and harmful threat to real beauty and mental health. Pushing the boundaries of AI technology, the new filter manipulated a user’s features to provide a digital ‘fix’ to what is considered ‘beautiful’. Within a matter of hours, the filter had been used in its hundreds of millions – ‘Bold Glamour’ had officially become a crisis of concern.

Bold Glamour gave Dove a powerful cultural moment to show up and continue the fight against the global wide digital distortion epidemic with a smart, earned first, influence first idea.