Ogilvy Advertising was awarded a Silver at last night’s 2008 IPA Effectiveness Awards for its work on the Dove Campaign for Real Beauty.
The awards are the ad industry’s premier forum for demonstrating the commercial payback of campaigns and are hotly contested on a bi-annual basis. The Dove campaign generated £38m in sales revenue representing a payback of three-to-one.
The Campaign for Real Beauty originated in Ogilvy Advertising’s London office and has since been taken up and adapted worldwide. It has been widely praised for challenging traditional marketing images by using women of all shapes, sizes, ages and races to project a more accessible notion of beauty.
The winning paper was entered jointly with Ogilvy’s media partner Mindshare and was one of only eight Silver awards from scores of entries. The paper is available as a case study on the World Advertising Resource Centre’s website at www.warc.com (registration required).
The judges said: “The Dove case showed the fantastic impact that marketing can have when you start with a great insight. This was sold into the business and enabled it to change the brand’s position without changing the product, which is the essence of good marketing.”
The short film below gives additional background to the award-winning campaign as well as behind-the-scenes footage of the campaign being made.
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