Dove - "The Ad Makeover"

Ogilvy Worldwide

Ogilvy Worldwide New York, United States

5445

Заголовок	The Ad Makeover
Агентство	Ogilvy Worldwide
Кампания	Campaign For Real Beauty
Рекламодатель	Unilever
Бренд	Dove
Дата первой трансляции/Публикации	2012
Бизнес сектор	Гигиена и средства личной гигиены
История	Produced by Ogilvy London Dove’s mission is to make women feel more beautiful, but a worldwide study revealed that only 4% of women describe themselves this way. Negative banner advertisements target and reinforce insecurities. Ogilvy & Mather London launched the Ad Makeover campaign that empowered women to displace negative ads with positive messages. This was achieved by using an app that outbids ads with negative keywords, ensuring that space would be won by messages that make women feel beautiful instead. The campaign sparked an international media debate on the use of online advertising. Users displaced over 171 million banners, and there was a 41% increase in mentions of Dove on Facebook. 71% of women polled claimed to feel more beautiful after the Ad Makeover and the campaign won a string of awards, including two Silver Lions at the Cannes Lions International Festival of Creativity.
Тип медиа	Веб Реклама / Баннеры
Длина	135 seconds
Вклад агентства	Erica Hoholick