Digital FMCG 2023
Turn Your Back
Insight
7 out of 10 Brits are targeted by phone scammers, a universally hated practice that often preys on vulnerable older people.
Idea
Create a movement that encourages women to turn there back on the new AI filter by sharing photos of themselves using the filter on the back of their heads.
Execution
A hashtag and series of Tik-Tok posts that show women turning their back on toxic beauty.
Notes
Another Dove classic. Super simple response, would have been a no-brainer to make, low cost, but got the world talking.