Campaign

Dove Ad Makeover

This digital campaign for Dove lets Facebook users displace adverts that prey on their insecurities and make them feel bad about themselves. This is the first application that plugs into the Facebook Ad Auction API to outbid negative advertisers for the keywords they typically use to target women. It's now run in Australia, the UK, Brazil and 17 other countries and displaced 3.3 Billion negative ads. It was created in-house at Ogilvy London.

Awards:
Cannes
 Silver Cyber Lion
 Bronze Cyber Lion
 Silver PR Lion 
Campaign BIG
 Paul Arden Award for Innovation
 Silver in Beauty 
Jay Chiat Awards for Strategic Excellence
 Gold in Social Media
 Silver in For-Good
 Silver in Creative Technology
 Bronze in Brand Experience 
London International Awards
 Gold in The New
 Silver in Social Media
 Silver in Digital Apps
 Silver in Digital Advertising 
Epica Awards
 Gold in Beauty
 Silver in Social Networks
 Silver in Online Ads
 Silver in Integrated 
D&AD
 In Book - Digital Advertising
 In Book - Use of Social Media
 In Book - Digital Direct Response
Clios
 Gold in Engagement
 Gold in Direct
One Show Interactive
 Gold Pencil in Social Media 
PIAF Awards
 2 x Gold 
Creative Circle
 Silver in Direct - Best Innovation
Communication Arts

WPP'd Cream 2013
APG Awards
 Silver
DMAs
 Gold in Best Creative Solution or Innovation
 Gold in Best Use of Technology
 Gold in Best use of Data in a Digital Campaign
 Gold in Best Online Display Advertising
 Silver in Best use of Social Media for Brand Building
 Silver in FMCG

Dove Body Language

This is the first of the global integrated campaigns I've been working on for Dove. This is for the launch of some new body lotions. The idea is that body language can show you how a real woman feels about her skin. The campaign is launching worldwide with TV, Print, In-store, Digital and Social assets. Here are the highlights:

The Facebook hub is called "The School of Body Language". Here women can engage with body language (and the product) with the help of experts, quizes, tests, videos and a Body Language App. The Body Language App is a fun, easy messaging tool that lets women share video wall messages written in Body Language. Literally. The app was built by filming 6 real women making letters, numbers and punctuation. (The language moderation is worth testing.) Try it here.

dove_iad.jpg

We also used the body language to create an iAd game where you have to beat the clock by guessing the words the Dove real women are forming.

Credit to Ogilvy London, Ogilvy One & Dove Global.

Awards:
UK Direct Marketing Awards 2011: Best Integrated Campaign - SilverBest Campaign Website - Bronze
Best of Ogilvy