How it works?
Photoshop has this convenient function called action which allows user to download a little file and then achieve a particular effect on a photo by simply clicking one button. Dove decided to create a free action and allow photoshop users to download it from a popular action location. But when the user clicked on a button to activate the action it reverted the photo to its original state. Additionally, it added a watermark on a photo with a message inviting not to manipulate the perception of a real beauty.
The campaign is a really good case study showing that advertising online does not need to squeeze into the obvious banner frames. The agency did a great job finding a unique and still uncluttered media to get through to their target audience and push their message through. Well done, Ogilvy!