It’s Unilever that gets official props in our Creative Report Card, but in 2007 it was the CPG’s Dove brand that garnered most of the glory. To avoid aggravating the envy factor, we’ll skip itemizing the list of honours the campaign amassed over the past year; instead, we look at how things have changed on the inside.
Seven questions for Sharon MacLeod, brand-building director, Dove
Years at Unilever: 10
What brands have you worked on?
Which award was the team most excited to receive?
We were ecstatic, jumping for joy over the two Cannes Grand Prix. We’re very proud to be Canadian marketers on a global stage.
Where do you keep them?
The Ogilvy Toronto office and the Unilever Canada office. We each have a pair. Here we’ve set up a bit of a shrine outside my office. They share a table with the Cassies Grand Prix.
Have things changed internally?
There is a real belief that Dove in Canada can deliver remarkable work with our partners at Ogilvy, Capital C, Harbinger Communications and PHD. Dove has helped give people a tangible example of a very different creative idea. It’s a lot easier to shoot for something [new] when you’ve seen what can be done.
Example?
The Hellmann’s urban gardens program, which encourages Canadians to ‘Eat for Real’: wholesome fruits and vegetables grown locally. [Like Dove] it shows how a brand can do well by doing good.
After Cannes, does everyone now want to work for you?
Well, Unilever employees and external candidates are anxious to work on this brand. I’ve interviewed people for assistant brand manager positions who say, ‘I’m coming to work on Dove.’ It doesn’t work that way! [Interviews are not brand specific.] It’s a big shift in mindset.
How do people react when they find out you work on Dove?
Women always say they love the Campaign for Real Beauty. Dads say they are thankful Dove is sending positive messages to their daughters. And, surprisingly, customs officers always have a kind word on the way through.
Top scores
1. Unilever, Ogilvy & Mather 184
2. Playland, Rethink 154
3. Philips Canada, DDB Canada 87
4. Pfizer, Taxi 65
5. The Fight Network, Cossette 61
6. Washyourhands.tv, JWT 48
7. Braintrust Canada, DDB Canada 43
8. Subaru Canada, DDB Canada 42
9. Reversa, Taxi 39
10. Corus Entertainment, Zig 32
11. Solo Mobile, Rethink 30
12. Calgary Zoo, Trigger Communications 28
12. Gold’s Gym, Rethink 28
12. Sculpture Biennale, Rethink 28
12. The Gazette, Bleublancrouge 28
16. Canadian Red Cross, Downtown Partners 24
17. Stella Artois, Lowe Roche 22
17. Mattel Canada, Ogilvy & Mather 22
19. Canadian Tire, Taxi 21
19. Newfoundland & Labrador Tourism, Target 21
19. WWF Canada, Draft FCB 21
22. Greenpeace, Zig 20
23. UN High Commission for Refugees, BBDO 20
Jump to: Introduction
Top CD: Rethink’s Chris Staples and Ian Grais
