Dove has been running “Real Beauty” ads for more than a decade. Their agency Ogilvy in Toronto cam up with a pretty dope hack/secret weapon to raise awareness with photo re-touchers, art directions and designers to reconsider the messaging that they and their clients are promoting by thinning, coloring and generally adding or subtracting to women’s bodies for benefit of advertising to the masses.
By disguising a desirable Photoshop action in popular blogs Dove has seeded it in a way that folks will download it for their work. What appears to be a skin “glow” or brightening action actually reverses all previous manipulations and reverts images back to their original state and posts a layer of messaging about why they’re doing this. Clever hack for their cause.