The fashion and beauty industries use make-up, lighting, editing and other techniques on models to churn out beauty ideals that make women feel insecure about their own looks. Dove created a series of videos to show how real beauty is distorted, including an ad that shows what really goes into creating the front page of a beauty magazine. An ordinary girl is styled and the subsequent photos edited to the point where she is completely unrecognizable.

Evolution received a D&AD Yellow Pencil Award, as well as the Film Grand Prix and Cyber Grand Prix at Cannes Advertising Awards, making this the first time for one ad to win both awards.