WINNER Title: Dove: Real Women Media agency: MindShare Media director: Ita Murphy Account director/media planner: Gary Jones Creative agency: Ogilvy Client: Unilever Brand/product: Dove Marketing director: William Brown Media/brand managers: Kate Low Heikegerber, Dom Grounsell, Caroline Philiponnet
Dove realised the only way to achieve brand growth was to connect with "real women", and not cellulite-free supermodels. Moving beyond traditional advertising, the campaign included an online photo album and beauty contest designed to celebrate "the real beauty of real women". The campaign included press ads, Dove sponsorship of a mini-Cosmopolitan Hair and Beauty magazine, and a radio competition with free giveaway tickets to see the curvy comedienne Arabella Weir. Since the launch, Dove has gained two million new users, and is now the nation's favourite personal care brand.
COMMENDATION Title: Avon Media agency: Starcom Media director: Nilufar Fowler Media planner: Anna Belin Media buyer: Jayne Stephens Client: Avon Brand/product: Avon Breast Cancer Crusade Marketing director: Jason King Media/brand manager: Natalie Deacon
The Avon Breast Cancer Crusade was set up ten years ago to inform people about breast cancer, but suffered from low spontaneous awareness. To encourage women to check their breasts regularly, a "body survey" ran in women's magazines and provided advice about breast cancer. Fronted by Tamzin Outhwaite, Avon also created an award given to women who had guided a close friend through a difficult time. The campaign doubled the awareness of Avon.