This digital campaign for Dove lets Facebook users displace adverts that prey on their insecurities and make them feel bad about themselves. This is the first application that plugs into the Facebook Ad Auction API to outbid negative advertisers for the keywords they typically use to target women. It's now run in Australia, the UK, Brazil and 17 other countries and displaced 3.3 Billion negative ads. It was created in-house at Ogilvy London.
Awards:
Cannes
Silver Cyber Lion
Bronze Cyber Lion
Silver PR Lion
Campaign BIG
Paul Arden Award for Innovation
Silver in Beauty
Jay Chiat Awards for Strategic Excellence
Gold in Social Media
Silver in For-Good
Silver in Creative Technology
Bronze in Brand Experience
London International Awards
Gold in The New
Silver in Social Media
Silver in Digital Apps
Silver in Digital Advertising
Epica Awards
Gold in Beauty
Silver in Social Networks
Silver in Online Ads
Silver in Integrated
D&AD
In Book - Digital Advertising
In Book - Use of Social Media
In Book - Digital Direct Response
Clios
Gold in Engagement
Gold in Direct
One Show Interactive
Gold Pencil in Social Media
PIAF Awards
2 x Gold
Creative Circle
Silver in Direct - Best Innovation
Communication Arts
WPP'd Cream 2013
APG Awards
Silver
DMAs
Gold in Best Creative Solution or Innovation
Gold in Best Use of Technology
Gold in Best use of Data in a Digital Campaign
Gold in Best Online Display Advertising
Silver in Best use of Social Media for Brand Building
Silver in FMCG