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The applause for Dove’s “Sketches” campaign from Ogilvy & Mather continued tonight, with the brand and agency claiming the top prize at the Effie Awards in New York.
A jury of six men and two women awarded “Sketches” the Grand Effie, based on it driving $24 million in incremental sales and garnering $52 million worth of media exposure, all on a budget of just $925,000, according to the winning entry. The centerpiece of the campaign, the latest in Dove’s Real Beauty series, was a three-minute video in which a criminal sketch artist draws the faces of women based on their own descriptions and then on the descriptions of others.
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