For over a century, Schwarzkopf has been synonymous with perfect hair, represented by its world-famous silhouette logo. However, while the concept of “perfect hair” has evolved to reflect today’s diverse world, the iconic logo has largely remained the same—until recently.

The Challenge: Redefining a Classic Icon

Schwarzkopf’s long-standing logo, while well-known, no longer fully captured the diversity of modern beauty standards. In a world that celebrates individuality, there was a growing need to evolve the brand’s image to reflect a broader spectrum of beauty and hair types. This presented a unique challenge: how to modernize an iconic logo without losing the essence of the brand.
The Solution: Icons of You

In response, Schwarzkopf teamed up with HeimatTBWA\ to launch the “Icons of You” campaign. This initiative reimagined the brand’s iconic silhouette by transforming it into a symbol of diversity, modeled after real people. The campaign invited individuals from all walks of life to celebrate their unique hair stories, turning them into Schwarzkopf icons.

The brand took its signature silhouette and personalized it for everyday people, making it a representation of their own hair journeys. This bold move opened the brand to a more inclusive audience and positioned Schwarzkopf as a champion of diversity.

The Impact: A Growing Movement

Since the campaign’s launch, awareness has grown steadily, fueled by a mix of out-of-home activations, television ads, and a strong digital presence. The “Icons of You” campaign has transformed Schwarzkopf into an inclusive platform, where anyone can share their personal hair stories.

One of the key tools in this campaign is the silhouette filter, allowing consumers to create their own customized icons and share them across digital platforms. This interactive approach has resonated strongly with audiences, resulting in over 1,000 unique silhouettes being generated and more than 300 million social media impressions so far.

As the campaign continues to grow, so does its organic reach. With each shared story, the movement gains momentum, helping to redefine how people perceive Schwarzkopf—not just as a brand for professional haircare and craftsmanship, but also as one that celebrates individuality and inclusivity.

Conclusion: A Brand Evolution Rooted in Diversity

The “Icons of You” campaign has not only given Schwarzkopf a fresh, modern face but has also positioned it as a brand that celebrates all kinds of beauty. By embracing diversity and creating a space for people to share their unique hair stories, Schwarzkopf is reshaping the way the world sees both hair and the brand itself.

As more people become part of this growing movement, Schwarzkopf continues to prove that perfect hair is not about fitting into a mold but about celebrating the individual beauty in everyone.

Credits
Campaign: Icons of You
Brand: Schwarzkopf
Advertising Agency: HeimatTBWA\ Germany

This campaign is about:
Schwarzkopf Icons of You, Hair Diversity Campaign, Beauty, Haircare, Inclusive Marketing Campaigns, Social Media Campaign, Digital Campaign,

In today’s digital age, social media has become an integral part of young people’s lives, especially teenage girls. Unfortunately, it has also given rise to harmful beauty trends, hacks, and products that are increasingly linked to depression and teen suicide. Shockingly, two out of three girls spend more time on social media than they do with their friends. This article sheds light on a groundbreaking campaign by Dove’s Self-Esteem Project, which aims to address the issue of toxic beauty advice and empower parents to protect their daughters online.

The Prevalence of Harmful Beauty Trends on Social Media
Social media platforms have become a breeding ground for influencers promoting beauty trends that can be detrimental to young girls’ self-esteem and mental health. The pressure to conform to unrealistic beauty standards often leads to a negative impact on their self-image and overall well-being.

The Disparity in Content Exposure on Social Media Platforms
One alarming aspect of the issue is the disparity in content exposure on social media platforms between parents and their daughters. Algorithms tailor content to individual users, showing them personalized feeds based on their previous interactions. As a result, parents may not be aware of the toxic advice their daughters are exposed to online.

The Innovative Solution: Using Deepfake Technology
To tackle this problem, Dove’s Self-Esteem Project collaborated with Ogilvy and adopted a creative and impactful approach. They utilized deepfake technology to put the words of toxic influencers directly into the mouths of the one person teenage girls trust the most: their mothers. This campaign aimed to create awareness among parents about the harmful content their daughters might encounter daily.

The Implementation and Impact of the Campaign
The agency meticulously tracked 50 toxic trends in real-time across various social media platforms. Based on the most popular phrases of hundreds of toxic influencers, they developed fake transcripts. These transcripts were then “spoken” by deepfake versions of the girls’ mothers, bringing the issue to light in an eye-opening and shareable film.

The campaign’s global rollout across 18 markets was met with resounding success. It garnered an astounding 115.5 million organic views and an impressive 3.1 billion impressions. The impactful campaign ignited millions of conversations between parents and their daughters, fostering awareness and promoting healthier online habits.

Conclusion
The prevalence of harmful beauty trends on social media is a pressing issue that affects young girls worldwide. Dove’s Self-Esteem Project, in collaboration with Ogilvy, has taken a revolutionary step to address this problem head-on. By using deepfake technology to raise awareness among parents, the campaign has successfully sparked conversations about the importance of protecting our daughters from toxic online influences.

As responsible individuals, parents, and digital citizens, we must collectively work towards creating a safer and more positive online environment for young minds. Let us continue to support initiatives like Dove’s Self-Esteem Project, which not only highlights the problem but also encourages dialogue and empowers parents to play a proactive role in safeguarding their daughters’ mental well-being. Together, we can foster a healthier and happier digital world for the next generation.

Credits
Advertising Agency: Ogilvy UK
Brand: Dove
Campaign: Toxic Influence
#SocialMedia #ToxicBeauty #DeepfakeCampaign

Awards: Cannes Lions Gold
Tags: Unmasking Toxic Beauty, social media, harmful beauty trends, Deepfake campaign, toxic influence, Dove’s Self-Esteem Project, teen suicide, depression, personalized feeds, online habits, positive self-image, digital well-being, global impact, conversations, revolutionary approach, safer online environment, mental well-being

80% of women are unhappy with what they see in the mirror and try to hide parts of their skin such as freckles, wrinkles and stretch marks. At Dove, they made a tribute to the skin through the iconic soap bar that we always see as smooth and perfect, this time revealing those factory details such as cracks and slits that, just like the marks on the skin, make part of real beauty. #RealSoaps

Credits
Campaign: #RealSoaps
Brand: Dove
Advertising Agency: MullenLowe SSP3, Bogota, Colombia
Film Director: Alejandro Ranchez
Photographer: Francisco Giraldo

#BreakTheBias by being what you want to be and don’t let scars hold you back.
#BreakTheBias that injury scars are a sign of weakness. They are a mark of courage.
#BreakTheBias by being the change-maker that you are, and leave your mark wherever you go.

Credits
Advertising Agency: BEI Confluence
Tags: India, Beauty, Health, Public Interest, Mederma, International Women’s Day, Women’s Day Ads, Best Women’s Day Campaign, Mederma Break The Bias, Print Advert, Print campaign, Print Ad, Creative Print Ads

Ireland’s top breast implant company, GC Aesthetics, believes that women should be allowed to be proud of their breasts free of criticism, judgment, voyeurs, and censorship in social media. Together with the production company, be sweet, it is aiming to create a liberated summer for women.
 
 
Be sweet has created Boobstickers, a series of stickers for Instagram, available on Instagram stories in the gifs section, that add a cheerful, summery tone to posts while delivering powerful messages denouncing everything that prevents women from enjoying their bodies and the summer. Placed on the breasts of women in their stories, they state the six big nos:
“No more staring.”
“No more body shaming”
“No more prejudice”
“No more judging”
“No more censorship”
“No more haters”

The initiative aims to denounce what happens all too often to women at this time of the year – voyeurs, censorship, and comments. The stickers also create an opportunity to convey serious and important messages – even with a cheerful tone and aesthetics.

The launch campaign of the Boobstickers is supported by a spot directed by Madurga, which captures the summer spirit in a modern and different way. In addition, influencers will collaborate with the campaign to spread the campaign as widely as possible. Brazilian artist Paula Cruz created the Boobstickers artwork.

Credits
Client: GC Aesthetics
Advertising agency: be sweet, Madrid, Spain
Tags: Digital Campaign, Spain, Beauty, GC Aesthetics, be sweet, topless censorship, Instagram stickers

18 Herbs Idol by Medimix Ayurveda – A Ganesh Idol on Medimix Ayurvedic soap, made of 18 herbs to drive home a message of responsibility and safeguard the environment this Ganesh Chaturthi.

The campaign video comprises the voice of renowned voice-over artist Ninad Kamat. The video intends to educate people and teach responsibility towards the environment while following the traditions.

In limited series production, Medimix provided more than 500 idols for the festival. The brand asked the audience to DM their address for sending the idol on a first-come, first-serve basis. After receiving their idol, people performed all the puja rituals and immersed the soap idol in a bowl. Many users posted photos and videos on social media platforms exhibiting how they switched to an eco-friendly Ganesha with the help of Medimix soap.

#MedimixAyurveda #18HerbsIdol #GaneshChathurti2021

The brand endeavors to encourage people to get closer to nature and celebrate the festival responsibly. The soap idol was used as an alternative to normal idols usually made from Plaster of Paris and are not eco-friendly at all, degrading the quality of water bodies and affecting aquatic life. After the merriment was over, the Medimix soap idol was immersed in water which was then used to wash the hands of the underprivileged, giving them 99.99% germ protection, just like the quality of ‘Vighnaharta.’ The campaign has been executed and conceptualized by Grapes Digital.

Speaking on the campaign, Ashish Ohlyan, Head of Marketing, Cholayil Pvt Ltd, said, “With the campaign, we want to make people aware that there are more sustainable ways of celebrating the festival. There is a need to foster a love for the environment. Every year with the onset of Ganesh Chaturthi, our hearts get filled with immense joy and excitement, that vitality and spirit are needed the most when we mark the end of the festival. We want to encourage people to switch to nature-friendly options for a better future while relishing the festivities. Being one of the largest ayurvedic brands, we’re doing our bit for nature “.

Rajeesh Rajagopalan, National Business Head- Grapes Digital, said, “In many states, the govt has imposed restrictions instead of the pandemic which is need of the hour. However, we don’t want the festive spirit amongst people to be drowned out by the pandemic. We wanted to create something that consumers can easily switch to and celebrate the festival with utmost happiness. Hence, we created this campaign for the brand. The best part of the campaign is that the immersed idol will be further reused for washing hands”.

The Medimix soap is enriched with the unique combination of 18 ayurvedic herbs, which helps in germ protection and ensures that they are gentle and soft on the skin, leaving the hand smelling fresh, soft, and clean.

Credits
Brand: Medimix Ayurveda
Campaign: 18 Herbs Idol
Agency: Grapes Digital

Since the COVID-19 pandemic, face masks became part of our everyday lives. All of a sudden, we got used to living with our smiles behind a piece of cloth. But you don’t need to see a smile to feel it. A smile is more than a facial expression; it’s a way of standing up and dealing with the adversities of life.

Credits
Brand: Colgate
Campaign: Smiles Always Find a Way
Advertising Agency: VMLY&R / Red Fuse, Paris, France
Managing Director: Peter Harrison
Global Chief Creative Officer: Fred Saldanha
Chief Creative Officer: Dimitri Guerassimov
Creative Director: Vitor Menezes
Creative Director: Ricardo Dolla
Art Director: Vitor Menezes
Art Director: Melanie Forster
Copywriter: David Dominguez
Business Director: Bruno Toporovschi
Account Director: Sindy Ng
Head Of Strategy: Elizabeth Foord
Producer: Barbara Safarova
Photographer: Mathieu Membré
Retoucher: Julien Paris

By age 13, 80% of girls distort the way they look online.* Let’s change that. Social media is a big part of young people’s lives — but retouching apps and the pressure to post the ‘perfect selfie’ are hurting their self-esteem and confidence. Have the selfie talk with a girl you love to reverse the damage and celebrate real beauty.

 

 
This is a representation of how far retouching apps can distort beauty. #NoDigitalDistortion is Dove’s movement to help build confidence and positive body image on social media.
 

Dove Self-Esteem Project 2020 Research Behind the ‘Reverse Selfie’ Film

A new Canadian study conducted by the Dove Self-Esteem Project, which fueled the development of the ‘Reverse Selfie’ film, reinforces that we’re amid a confidence crisis. Canadian girls ages 10 – 17 years old were surveyed, and research results share that:

• 80% of girls have downloaded a filter or used an app to change the way they look in photos by the age of 13
• 67% of girls try to change or hide at least one body part/feature before posting a photo of themselves
• 59% of girls with lower body esteem regularly distort their photos before posting them on social media
• 37% of girls say they don’t look good enough without any photo editing

 
Importantly, girls said that if images on social media were more representative of the way girls look in everyday life, they would feel more confident:

• 67% of girls say they would not end up feeling judged on the way they look
• 66% of girls would be less worried about the way they look
• 63% of girls wish the world would focus more on who they are instead of what they look like

It’s clear from the research that we need to help girls positively navigate social media, making it more about self-expression and less about validation.

Get confidence kit

Credits
Advertising Agency: Ogilvy
Campaign: Reverse Selfie
Global Executive Creative Director Unilever: Daniel Fisher
Global Creative Director: Juliana Paracencio
Art Director: Liam Bushby
Copywriter: Alison Steven
Head of Copy: Ollie Jarrott
Head of Art: Matt Nankivell
Design Lead Integrated: Sian Hughes
Global Business Lead, WPP Unilever: Jo Bacon
Global Managing Partner: Sam Pierce
Global Business Director: Georgie Howard
Account Manager: Grace Boyle
Project Manager: Zahra Mair
Head of Integrated Production (Unilever): James Brook-Partridge
Film Producer: Sally Lipsius
Film Producer: Sue Lee Stern
Head of Art Production (Unilever): Sarah Thomson
Art Producer: Chloe Jahanshahi
Chief Strategy Officer: Ben Kay
Strategy Partner: Ila De Melloa Kamath
Strategist: Cristina Diago
Senior Social Strategist: Justin Jackson

70% of women do not feel represented in media and advertising, and every day, women’s lives are affected by these limitations, exclusions, and stereotypes.

To challenge this issue, Dove has infiltrated international casting calls with real beauty models and a message to encourage inclusion in their latest campaign; It’s on Us. Dove pledges that if a brand chooses one of their models, they will pay to cover the appearance fee’s cost.

#ItsOnUs furthers Dove’s commitment to drive change and empower women by striving for an inclusive representation of beauty.

Credits
Advertiser: Dove
Campaign: It’s on Us
Advertising Agency: LOLA MullenLowe, Madrid, Spain

Credits
Brand: Unilever
Product: Dove
Campaign: #StopTheBeautyTest
Advertising Agency: Ogilvy India
Chief Creative Officers: Harshad Rajadhyaksha, Kainaz Karmakar
Vice Chairperson, Chief Client Officer, Ogilvy India: Hephzibah Pathak
Office Leader Ogilvy India (West): VR Rajesh
Senior Executive Creative Director: Zenobia Pithawalla
Executive Creative Director: Mihir Chanchani
Chief Strategy Officer: Prem Narayan
Vice President, Planning: Abigail Dias
Executive Vice President, Account Management: Walter Noronha
Vice President, Account Management: Dharal Goshalia
Account Director: Sanam Chowdhry
Account Executive: Freea Bhikhaji
Production House: Chrome Pictures
Director: Amit Sharma
Executive Producer: Abhishek Notani

Pinterest has made a commitment to ensure that half of its managed creators come from underrepresented groups – and its launching a tool to support these groups alongside a new brand campaign.

The image-sharing social media platform is introducing a way for retailers, advertisers, and creators to self-identify if they’re from an underrepresented group so that their content can appear 50 per cent reserved for them within Story Pins and curated spaces, including the Today tab, Shopping Spotlights, and The Pinterest Shop. This feature will be rolled out in the ‘coming weeks’.

Pinterest has also launched its ‘Make the World See Beauty’ campaign, which aims to start a conversation around beauty and representation. The campaign, which has launched with a social film and V Magazine cover wrap, showcases 10 creators who are pushing the boundaries when it comes to representation.

Credits
Client: Pinterest
Campaign: Make the World See All Beauty
Advertising Agency: 72andSunny Los Angeles, USA
Editorial: Matt Schaff / Cabin
Finishing: Shape and Light

This campaign is about:
United States, Electronics, Technology, Pinterest, News, Product, Beauty, Lifestyle

Research showed us that the smiles we take for granted have a much deeper meaning. They stand for strength and are earned by hope, courage, and love. They overcome the challenge and accept change.

Digging deeper, they realized this couldn’t be more true for the women in the Arab region. They have started to break stereotypes by driving, dancing, playing a sport, and climbing the corporate ladder. It was time for Colgate to break stereotypes of its own, especially when it comes to women.

They decided to champion what was behind a woman’s smile. Specifically, a woman who has had to endure the challenge and struggle of bringing life into this world – the mother of a newborn. Childbirth is the most transforming moment of a woman’s life where work, fear, hope, and joy come together to forge the purest and most unadulterated smile. A smiles so true, and it doesn’t even need the facial expression of one.

Credits
Advertising Agency: VMLY&R, Dubai, UAE

This campaign is about:
United Arab Emirates, Beauty, Health, Colgate, VMLY&R, Colgate Smile Strong, Print Advertising, Emotional, Advertisement

Credits
Advertising School: Miami Ad School, Hamburg, Germany
Art Director: Rose Elise Achard
Copywriter: Adam Braun
Creative Technologist: Sukratti Jain
Creative Technologist: Paras Juneja

Tags:
Beauty, Electronics, Technology, Public Interest, Google, HMCT, Miami Ad School, Body Type

The initiative also boasts a digital awareness campaign created by Ogilvy Brazil. Mostly, the ad provides a comprehensive overview of the initiative. But, it also features anecdotes of real-world impact. Simply put, the campaign catalyses the convergence between artistic beauty and modern-day healthcare.

All in all, we commend Sol de Janeiro for giving a tattoo artist the tools to stand against skin cancer!

Credits:
Agency: Ogilvy Brasil
Chief Creative Officer: Anselmo Ramos
Executive Creative Director: Paco Conde, Roberto Fernandez
Copywriter: Paco Conde
Art Director: Ale Koston
Digital Art director: Lincoln Lopes
Digital Copywriter: Felipe Machado
Producer: Patricia Cortes, Lucas Pires, Fabiano Beraldo, Marina Dodi
Art Buyer: Francini Santiago
Account Manager: Luis Carlos Franco, Mauro Frota, Luciana Rodrigues
CEO: Fernando Musa
General Director: Luis Carlos Franco
Planner Bruno Cunha, Gabi Teixeira, Fernando Machado
Account Executive: Luiza Varges
Project Manager: Renata Rollin
UXD Directo: Pablo Moura
UXD: Patricia Belo, Aline Araújo.
Creative Technologist: Juscelino Vieira
Production Company: Conspiração
Director: Daniel Lieff
Photographer: Claudio Lacerda
Music: Adelphoi

Credits
Advertising Agency: Wunderman Thompson, Singapore

Tags:
Singapore, Beauty, Public Interest, NGO, Lux, Wunderman Thompson, Digital Film, Stay Beautiful Stay Strong