THE DOVE AD MAKEOVER by Ogilvy & Mather London for Dove

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THE DOVE AD MAKEOVER

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Industry Cosmetics & beauty products
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Ogilvy & Mather London
Executive Creative Director Gerry Human
Creative Director Ivan Pols
Art Director Trevallyn Hall, Stephanie Symonds
Copywriter Laura Rogers, Margo Young
Designer Simone Zahradka
Released June 2012

Awards

Cannes Lions 2012
Cyber Lions Community Applications Bronze

Credits & Description

Type of entry: Other Interactive Digital Solutions
Category: Community Applications
Advertiser: UNILEVER
Product/Service: DOVE BRAND
Agency: OGILVY & MATHER LONDON, UNITED KINGDOM
Advertiser UNILEVER
Product DOVE BRAND
Entrant OGILVY & MATHER LONDON, UNITED KINGDOM
Type of Entry: Other Interactive Digital Solutions
Category: Community Applications
Title: THE DOVE AD MAKEOVER
Advertiser/Client: UNILEVER
Product/Service: DOVE BRAND
Entrant Company: OGILVY & MATHER LONDON, UNITED KINGDOM
DM/Advertising Agency: OGILVY & MATHER LONDON, UNITED KINGDOM

Digital Producer: Sasha Dunn (Ogilvy And Mather)
Account Director: Emily Creek (Ogilvy And Mather)
Art Director: Stephanie Symonds (Ogilvy And Mather)
Global Digital Strategy Director: Giles Rhys-Jones (Ogilvy And Mather)
Developer: Martin Robertson ()
Designer: Simone Zahradka ()
Information Architect: Anthony Butterfield ()
TV Producer: Fiona Renfrew (Ogilvy And Mather)
Account Manager: Lucy Luo (Ogilvy And Mather)
Senior Vice President/Global Dove: Steve Miles (Unilever)
Global Brand Vice President/Global Dove Skin: Fernando Machado (Unilever)
Global Brand Manager (Social Media): Kathleen Ryan (Unilever)
Global Director Marketing Communications: Stacie Bright (Unilever)
Executive Creative Director: Gerry Human (Ogilvy And Mather)
Creative Director: Ivan Pols (Ogilvy And Mather)
Copywriter: Margo Young (Ogilvy And Mather)
Copywriter: Laura Rogers (Ogilvy And Mather)
Art Director: Trevallyn Hall (Ogilvy And Mather)
Managing Partner - Global Dove Skin: Stephane Orhan (Ogilvy And Mather)
Creative Technologist: Craig Blagg (Ogilvy And Mather)
Planner: Michael Hines (Ogilvy & Mather)
Voice Over: Harriet Edmonds (Ogilvy & Mather)
Post Production/Animation: Carl Phillips/Carl Addy/James Mortner (The Mill)

Brief Explanation
Dove's mission is to help women feel beautiful, but a study by Dove and the London School of Economics revealed only 4% of women describe themselves this way.
We identified a major barrier to healthy self-esteem: negative banners. The solution: an application that displaces negative banners on Facebook. The app uses Facebook's ad auction API, and bids double the suggested amount for keywords advertisers use to target insecurities. The app enables women to flood Facebook with positive messages that they created themselves. The campaign provoked a global debate, fundamentally challenging how advertisers use online media.