Major creative achievement is often difficult to accomplish in this business of advertising, and it's even more difficult to duplicate. The year 2006, and thanks to awards season, plenty of 2007, saw a lot of talk and type devoted to Dove "Evolution."How do you follow up a Cannes Grand Prix and string of other accolades? For Ogilvy & Mather Toronto creative directors Nancy Vonk and Janet Kestin, along with ACD, art director, copywriter and director Tim Piper, the answer is to keep on keepin' on, this time with another Dove gem called "Onslaught." Conceived at the same time as "Evolution," "Onslaught," also directed by ACD Tim Piper, is a hyper, more aggressive approach to the brand's "Campaign for Real Beauty."As opposed to one woman's trip from Girl On The Street to Billboard Material, the follow-up looks at the journey of the modern woman, from childhood on, as she faces a frenetic barrage of noxious imagery from the beauty industry. The underlying message being, as Piper told us in October, "It's one thing to want to look nice but it's another to suddenly feel you have to change yourself to be acceptable. And that's kind of where society's gotten to." The commercial earned a spot on Time's 2007 Top 10 commercial list, was named the top Canadian ad of 2007 by local fish wrap the Toronto Star and also earned the number 5 most watched spot on Adcritic last year.
Vonk on the continuing Campaign for Real Beauty: "Right now people are developing documentaries, a game, a play and more online films. The ongoing attempt is to reach people through many doors to be thought provoking and invite more engagement.We need to keep pushing how the brand communicates; to break through, keep up with the ever- evolving landscape and stay relevant."
Piper on the Dove/Axe hypocrisy debate: "I say bring on any debate that gets the spot in front of more people. At the end of the day, it's an ad for a self-esteem fund created by a company within the beauty industry. And that—no matter how you look at it—is a very positive thing."
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