This print campaign for Dove ran upside down in newspapers. Turn your head to see the effect. The ladies were brilliantly photographed by Blommers & Schumm. It was supported with a Facebook and blogger campaign.
Awards:
Canadian Newspaper Extra Awards - Honourable Mention
Best of Ogilvy
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
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.
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 - Silver, Best Campaign Website - Bronze
Best of Ogilvy
This is a 3 minute mini-documentary we created to examine and debate the Canadian food system. It formed the cornerstone of the 2009 - 2011 Hellmann's campaign, Eat Real, Eat Local.
Hellmann's in Canada is made with canola oil from the Prairies and Canadian eggs, so locally sourced ingredients are a part of the DNA of the product. After the Urban Gardens project in 2007, Hellmann's wanted to take the Real Food Movement national. Championing local foods (Canadian, not 100 mile) became a focus point to try and help Canadian's eat more real foods.
The campaign was launched in May 2009 and has already exceeded the 18 million media impressions target in August, with over 100,000 pledges by Canadians to Eat Real on www.EatRealEatLocal.ca. The documentary has been watched over 100,000 times and has sparked both massive debate in traditional media and social media. Hellmann's gained over 680% in Share of Digital Voice in May and has enjoyed 85% positive chatter.
The biggest fans of the film have been Canadian farmers apparently.
The campaign elements include: TV, Film, Website, Instore, PR & Social Media.
Check out the press/blog/social clippings at Delicious: Click Here.
Awards:
Digital Marketing Awards
Silver for Online Video
Craft Award for Design
2011 Cassies
Gold for Best Integrated
Gold for Sustained Growth
Grand Prix
PS. Over the three years of the case Hellman's REAL mayonnaise volume grew by 14%, and market share increased from 25% to 29.3% - overtaking market leader Kraft Miracle Whip. These are the best results the brand has ever achieved.
