The Media Grand Prix at Cannes Lions 2023 went to Dove for its #TurnYourBack campaign, which encouraged social media users to literally turn their back on TikTok’s Bold Glamour filter.
The video-sharing platform’s filter, which uses machine learning to significantly alter a person’s face, can negatively impact the self-worth of young girls, according to Dove.
The campaign was created in partnership with Ogilvy, London and David, Madrid.
Christian Juhl, GroupM global CEO, led the Media category jury, which he said was looking to recognise innovation in media specifically.
Juhl said many of the winning campaigns were emotive but that #TurnYourBack stood out because it warned about the dangers of social media . ‘It’s impossible to see that message and not feel like it’s something that’s important to be recognised,’ he explained.
The jury, he added, set out to award the Grand Prix to a campaign that exemplified ‘the best that media can be’.
‘If you look at the categories within media, it almost ticked off on every single one,’ he said, describing the campaign as ‘well-executed and multi-channel’.
There were 1,800 entries in the Media category from 62 different countries and the jury ultimately gave out 60 awards to entrants from 22 countries.
Media Gold Lions Winners /
#TurnYourBack, for Dove, by Ogilvy, London & David, Madrid
The Last Performance, for Partners Life, by Special Auckland
Interface Interruption, for Tubi, by Mischief @ No Fixed Address, New York
DreamCaster, for Michelob Ultra, by FCB New York
Guarded Bus Stop, for Eletromidia, by AlmapBBDO, Sao Paulo
Ability Signs, for Decathlon Canada, by Rethink, Toronto
World Cup Delivery, for Pedidos Ya, by Gut, Buenos Aires
Oreo Cheat Cookies, for Mondelēz Europe, by Saatchi & Saatchi, Dusseldof
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