Dove in Canada has been mucking with the minds of art directors, graphic designers and photo retouchers with “Thought Before Action”, a campaign featuring the Beautify Photoshop action. The action was promoted online as the way to enhance skin tone, give skin a beautiful glow and hide all imperfections. The action in fact undid earlier Photoshop body enhancements, leading to the message, “Don’t manipulate our perceptions of beauty”. Users were able to undo the Beautify effect and return to their earlier retouching achievements, thoughtfully.
The Retouching campaign was developed at OgilvyOne/Ogilvy Canada, Toronto, by creative directors Matt Hassell and Ian MacKellar, art director Stefan D’Aversa, copywriter Noah Feferman, account director Aviva Groll and account supervisor Asha Davis.