Dove – Making It Fly

In 2004, Dove was facing a number of challenges in the hair care, deodorant and personal wash categories.
Agency: Ogilvy

Dove – Making It Fly

Winner: Grand PrixGold: Canadian Contribution to a Global or Multi-Country Campaign


Business Results Period (Consecutive Months): January 2005–December 2006 (24 Months)Start of Advertising/Communication Effort: January 2005Base Period for Comparison: Calendar 2004

In early 2004, Unilever launched Dove's Campaign for Real Beauty. This was a global campaign – developed by Ogilvy offices in London, Dusseldorf, Chicago and Toronto – and it changed the way that personal care brands are marketed.

Then, as we moved into 2005, Canada saw another opportunity. Even though it would not involve product sell...

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