A Unilever Dove campaign that protested a TikTok filter (called Bold Glamour) for perpetuating unrealistic standards of beauty has won the Media Grand Prix at the Cannes Ad Festival 

Mindshare London was credited with developing and activating media for the effort, partnering with creative agencies Ogilvy London and David Madrid with David Sao Paulo receiving production credit. 

Women’sHealth credited Dove with “kick starting a social movement” against false beauty standards, with the campaign, titled, #TurnYourBack (On Bold Glamour).  

The AI-generated filter, which has had more than 400 million views, has the power to replace every pixel in the image of a human face with a standardized “beauty image” which Dove said made it “a weapon against the confidence and self-esteem of the biggest filter users: little girls and young women.” 

The effort started as a single post and then gained huge momentum at the Oscars when two celebrities, Nischelle Turner and Gabrielle Union turned their backs on the paparazzi as an expression of solidarity with the campaign.  

Messaging was supported by OOH in major markets including the U.S., Canada, UK, Brazil and parts of Europe. The campaign generated over 1 billion impressions worldwide and achieved 94% positive sentiment in key markets. At least 110 million viewers saw it on TikTok.  

Vanity Fair credited Dove with “fighting to make social media a more positive place.”