| 标题 | The Ad Makeover |
| 广告公司 | Ogilvy Worldwide |
| 广告战役 | Campaign For Real Beauty |
| 广告主 | Unilever |
| 品牌 | Dove |
| 首次发布日期 | 2012 |
| 行业领域 | 卫生及个人护理产品 |
| 剧情简介 | 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. |
| 媒体类别 | 互联网广告/横幅 |
| 长度 | |
| Agency Contribution | Erica Hoholick |
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