Erica Hoholick
President at TBWAMedia Arts Lab
Greater Los Angeles Area, United States
TitleThe Ad Makeover
Campaign Campaign For Real Beauty
Advertiser Unilever
Brand Dove
Date of First Broadcast/Publication
Business Sector Hygiene & Personal Care Products
Story Produced by Ogilvy London
Dove’s mission is to make women feel more beautiful, but a worldwide study revealed that only 4% of women describe themselves this way. Negative banner advertisements target and reinforce insecurities.
Ogilvy & Mather London launched the Ad Makeover campaign that empowered women to displace negative ads with positive messages. This was achieved by using an app that outbids ads with negative keywords, ensuring that space would be won by messages that make women feel beautiful instead.
The campaign sparked an international media debate on the use of online advertising. Users displaced over 171 million banners, and there was a 41% increase in mentions of Dove on Facebook. 71% of women polled claimed to feel more beautiful after the Ad Makeover and the campaign won a string of awards, including two Silver Lions at the Cannes Lions International Festival of Creativity.
Media Type Web Advertising/Banners
Agency Contribution

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