Ogilvy wins gold lion in creative effectiveness for Dove’s '#TurnYourBack' campaign at Cannes
On day four of the Cannes Lions International Festival of Creativity, Ogilvy won a Gold Lion in Creative Effectiveness for Dove’s "#TurnYourBack" campaign, adding to the agency’s showing of creative ideas that had an unreasonable impact for some of the agency’s biggest brand partners.
Additionally, Ogilvy’s global creative network won 3 Silver and 8 Bronze for a fourth day total of 12 Lions, bringing the network’s total to 65 Lions throughout the Festival thus far.
"#TurnYourBack" was developed by Ogilvy UK and DAVID Madrid. This year’s win in Creative Effectiveness – Real-time Response adds to its 2023 Cannes Lions wins, where it earned a Media Grand Prix in Corporate Purpose & Social Responsibility and a Gold in Media - Consumer Goods, demonstrating the campaign’s ongoing, measurable impact.
Daniel Fisher, Global Executive Creative Director, Ogilvy: “'#TurnYourBack' was created in three days from brief to going live – the kind of magic that can only happen when our capabilities and global network collaborate. The intensity of the experience brought back memories of ‘Courage is Beautiful.’ Like that work, '#TurnYourBack' is hugely timely and important, and I am so proud that it has made a similar positive impact.”
"#TurnYourBack" was created in response to the Bold Glamour filter on social media, with an influencer-led effort to address the psychological impact on girls' and women’s confidence that invited women everywhere to fight the filter by not showing their faces.
