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NEW YORK Ogilvy & Mather’s “Campaign for Real Beauty” for Unilever’s Dove won the top prize Wednesday night at the 38th annual Effie Awards show here.
The integrated “Real Beauty” campaign (print, Web, outdoor, television, public relations) featured images of full-bodied women in stark contrast to the thin models that typically populate ads in the category. Ogilvy’s Chicago office led the effort.
The other Grand Effie finalists were DDB New York’s “Bathroom Moments” campaign for Georgia-Pacific’s Angel Soft; Leo Burnett Detroit’s “Apprentice” content deal for the Pontiac Solstice launch; BBDO Atlanta and New York’s “Raising the Bar” work for Cingular Wireless; Fallon Minneapolis’ “Showerhead” ads for Holiday Inn Express; and Cramer-Krasselt Chicago’s “Working With Monkeys” effort for CareerBuilder.com.
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