The One Show
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Category
Online Branded Content / Business to Consumer
Annual ID
07046N
About the Work
Raise awareness of the Dove Self-Esteem Fund and the Real Beauty Workshop with almost no media budget.
Target: Women, mothers, girls of all ages.
Solution was to create a viral film (or series) To run on campaignforrealbeauty.ca, encouraging mothers/mentors of young girls to get involved with the Dove Self-Esteem Fundís workshops, and online tools and resources.
ìEvolutionî is designed to be attention-grabber. It uses an artful time-lapse treatment to demonstrate how much work goes into creating the image of ëposter girlí.
Impact:
Workshops sold out across Canada. Globally, mass awareness of the Dove Self-Esteem Fund and its tools and resources was achieved. ìEvolutionî aired as content on television shows and news programs throughout the world. In fact, Rosie OíDonnell declared on her program, ìThe Viewî, that sheís ìgonna use Dove from now on just because of that ad.î
The talent was interviewed on Entertainment Tonight and several other high profile shows in the U.S. and Canada.
Evolution was uploaded onto YouTube where it attracted much attention. Within a week, ìEvolutionî became the top-rated, most talked about, most favourite video across several categories.
The film have been viewed online by millions, and Unilever estimates a media value equivalent of $150 million.
Target: Women, mothers, girls of all ages.
Solution was to create a viral film (or series) To run on campaignforrealbeauty.ca, encouraging mothers/mentors of young girls to get involved with the Dove Self-Esteem Fundís workshops, and online tools and resources.
ìEvolutionî is designed to be attention-grabber. It uses an artful time-lapse treatment to demonstrate how much work goes into creating the image of ëposter girlí.
Impact:
Workshops sold out across Canada. Globally, mass awareness of the Dove Self-Esteem Fund and its tools and resources was achieved. ìEvolutionî aired as content on television shows and news programs throughout the world. In fact, Rosie OíDonnell declared on her program, ìThe Viewî, that sheís ìgonna use Dove from now on just because of that ad.î
The talent was interviewed on Entertainment Tonight and several other high profile shows in the U.S. and Canada.
Evolution was uploaded onto YouTube where it attracted much attention. Within a week, ìEvolutionî became the top-rated, most talked about, most favourite video across several categories.
The film have been viewed online by millions, and Unilever estimates a media value equivalent of $150 million.
2007 Awards
Total Points: 25
Gold Pencil
Credits
Production Company
Reginald Pike
Art Director
Tim Piper
Mike Kirkland
Creative Director
Janet Kestin
Nancy Vonk
Director
Yael Staav
Tim Piper
Writer
Tim Piper
Digital Artist / Multimedia
Edward Cha
Eric Makila
Kevin Gibson
Bob Zagorskis
Music / Sound
Vapor Music Group
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