NEW YORK Dove's online ad "Evolution" by Ogilvy & Mather, Toronto, won both the digital and TV grand prizes last night at the London International Advertising Awards.
The 75-second Web film uses stop-motion photography to document the multi-step process a model goes through before being picture ready for an advertising billboard.
This is not the first time "Evolution" has won in two different categories. It also won the Grand Prix in both the film and cyber competitions at this year's Cannes Lions.
Awards were presented in eight categories, with digital having two winners: one for Web site, the other for online advertising. Dove won the grand prize in the latter category.
In addition to Dove winning in digital, Diesel's Web site "Heidies" from FarFar of Stockholm, Sweden, won the grand prize for Internet venues. On the site, two women (and one man) loll about a hotel room while wearing Diesel underpants.
In the integrated media category, Fallon in London won the grand prize for "Tate Tracks," which saw artists such as Chemical Brothers, Graham Coxon from Blur and the Klaxons record a music performance inspired by a piece of art in the museum. The music could only be listened to by visiting the museum.
Saatchi & Saatchi, New York, took the print grand prize for its Stuffit Deluxe campaign, which showed hundreds of photographs reduced in size and laid out next to one another.
Unilever's Marmite campaign from DDB in London took home the grand prize in poster and outdoor. The poster depicts polarizing subjects, such as men wearing sandals with socks, next to the phrase "You either love it or hate it."
The design, package design and radio categories did not award grand prizes because the judges did not feel the entrants broke any new ground, said Barbara Levy, president of the LIAA.
"Our grand prizes are at the discretion of the jury presidents. The design and package design president Anders Kornestedt, cd, Happy Forsman & Bodenfors, Goteborg, Sweden, decided he saw some really good work but nothing that was groundbreaking," said Levy. "In radio, Tony [Granger, CCO, Saatchi & Saatchi, New York] felt the same thing. From the golds, he didn't see anything that was groundbreaking."
This is not the first year the LIAA has declined to name a grand prize winner. Last year, for example, neither design nor radio had one.