CANNES, FRANCE: Unilever's Dove campaign Real Beauty Sketches, led by Ogilvy Brazil São Paulo, impressed judges at the 2013 Cannes PR Lions.
Ogilvy and Dove battled it out against McCann Melbourne and Metro Trains for the Grand Prix award. While the Unilever initiative didn't win the top spot, it received a lot of attention, as well as two Gold Lions for Best Use of Social Media and Best Integrated Campaign Led by PR.
“[The campaign] built on our human insecurities with a creative strategy that was simple but effective,” said David Gallagher, senior partner and CEO of Ketchum EMEA and the chair of the PR Lions jury.
Gallagher added that the results of the initiative led to “an uplift in sales and a change in attitude to the brand.”
In May, the campaign's viral video, which shows a forensic artist drawing women according to their own self-descriptions and a stranger's, became the most-watched online commercial of all time. Since going viral in April, the video has more than 114 million views on YouTube and other video platforms in more than 110 countries.
Dove's Sketches initiative is part of the brand's Real Beauty campaign, which launched nine years ago with the goal of changing the way people perceive beauty.