Outdoor
Reverse Selfie — Face Apps
Dove · 2021
- Agency
- Ogilvy
- Campaign
- Reverse Selfie
Analysis
Dove uses a plain text poster to connect changed selfies with harm to self-esteem. The campaign won two D&AD Yellow Pencils.
“Face apps mess with her mouth, eyes and mind.”
Plain languageThree-part list
Why it worked
The line starts with visible facial changes and ends with the mind. The white space gives one sentence the full attention of a passerby.
Lesson
End a familiar list with the consequence that matters.