'Evolution' Move Finds Support | Adweek 'Evolution' Move Finds Support | Adweek
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'Evolution' Move Finds Support

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CANNES, FRANCES As the dust settled over another Cannes Lions festival, there were few grumblings heard from the assembled industry players about Ogilvy & Mather's "Evolution" spot for Dove winning the Grand Prix in Film after being moved from the public-service to corporate-branding category.



On Saturday night, as attendees assembled at the closing-night gala at the Carlton Hotel's beach, Adweek asked what they thought of the move, which the Film jury revealed during the press conference announcing the winner. (Public service ads aren't eligible for the top prizes.)

Most believed the shift was appropriate. "It's fine being moved. While it is a public service announcement, it's a Dove branded ad," said Kevin Swanepoel, president of The One Club in New York.

The Cyber category continues to award three top prizes (which it has done since its 1998 inauguration) while the others only distribute one was also on people's minds. As Swanepoel asked, "How can you have three best in shows?"

As one of the last ad shows of 2007, some of the winners at Cannes were almost a foregone conclusion. Much of how people felt about the winners was summed up by Rei Inamoto, global cd at independent AKQA: "I wasn't surprised that Dove won the Film Grand Prix because it got so many prizes throughout the year."

Ultimately, the size of the idea overshadowed the technicalities, attendees said. "It' a great message. The message is that more corporations are showing some form of responsibility," said Jose Molla, cd at la comunidad in Miami. "I think everybody was touched by that message."