Dove's "Real Beauty Sketches" effort won the top prize at the 2014 Effie Awards Gala on Thursday night in New York. The awards, which are held by Effie Worldwide, honor marketing communications that are shown to be effective.
"Sketches," created by Ogilvy Brazil and Edelman, features a an FBI profiler drawing two sketches of various women, one based on her description of her appearance, the other based on a stranger's description. The two ended up being different, reinforcing the message that "you're more beautiful than you think."
The awards submission said the video "returned Dove to culture," and drove $24 million in incremental sales, a 550% return on investment and media exposure worth $52 million.
Starcom MediaVest Group was named the most effective agency network, an Effie honor based on the Effie Index, added in 2011 to rank the most effective companies based on 40 worldwide Effie Award competitions. Starcom MediaVest Chicago was named the most effective individual office. It was the first time a media agency has topped the Effie Index rankings.
Publicis was named the most effective holding company.
P&G was named the most effective marketer in North America for the fourth straight year. Dove was most effective brand, while Cramer-Krasselt was the most effective independent agency.
Finalists included "It's Not Complicated," for AT&T by BBDO Atlanta and New York; "Pantene Weather Program" for P&G by Arc/Leo Burnett; "Recalling 1993" for the New Museum by Droga5; and "ZzzQuil Sleep-Aid Launch" by Publicis Kaplan Thaler.
"There were strong contenders for this year's North American Grand Effie Award, but the jury agreed that Dove Real Beauty Sketches seemed to have it all," said Judy John, a jury member and CEO and Chief Creative Officer at Leo Burnett Canada, in a statement. "The work demonstrated how the power of ideas can influence society and lift brands."
The complete list winners can be found here.