Toronto Ad Company Brings Home Cannes Prize
It's the first time in the history of the Cannes Lions Prize that an ad has taken home awards for both the Cyber and Film categories furthering convergence of these two mediums. I first saw Dove's Evolution ad on YouTube last fall and immediately added it to my favorites list, it's brilliant. Since it was uploaded it's been viewed over 3.5 million times, that's a huge audience that sought out the ad and gave it their 1 minute and 15 seconds.
The ad, produced by the Toronto office of advertising empire Ogilvy & Mather, continues to demonstrate the ideal of authenticity that the Dove brand is known for. I'm continually impressed at their use of media. Two summers ago Dove presented a photo exhibit featuring real and diverse women taken by well-known female photographers (Lieibovitz for example). In tandem they were working on a documentary with Toronto prodco Telefactory and broadcaster W Network called Beauty Quest. The documentary followed a female fashion photographer in Toronto as she confronted her own ideals of beauty.
At the end of the day we all want to feel good about ourselves and know there's more to it than buying the perfect product.