MERCADEO Versión en español
Ogilvy Brazils Dove commercial snags Titanium Grand Prix at Cannes
22 de junio de 2013
Wieden: La pieza de Dove no es solo un comercial. Nuestra misión es servir a la gente y creemos que Dove lo hizo muy bien
Phillip Thomas, CEO of the Cannes Lions festival, and Dan Wieden, president of the jury for the Titanium and Integrated Grand Prix, together with the rest of the judges, unveiled to the press the winners of two of the festivals top prizes.Ogilvy Brazil took the prestigious Titanium Grand Prix, considered the festivals highest honor, with the commercial Real Beauty Sketches for Unilevers Dove, while the Integrated Grand Prix went to McCann Melbourne with it entry Dumb Ways to Die for Metro trains.According to Wieden, co-founder and chairman of Wieden+Kennedy, the general criteria of the judges for the Grand Prix favored content with a high degree of social responsibility. This has been a creative festival of great consistency, he said, where weve tried to honor consumers, not necessarily agencies and brands.With regard to the Dove commercial, Wieden commented that it was awarded the festivals most prestigious prize in recognition of work that is truly transformational, that signals perhaps a new way forward. Not just for the self-interest of the client or the agency, but fundamentally for the customers we all serve.And the true value of the Metro Trains spot, aside from its huge success as a viral campaign, is the fact that it managed to reduce the number of subway accidents and deaths by 21 percent.For his part, Erik Vervroegen, international creative director of Publicis Worldwide and a member of the Titanium and Integrated jury, said that in all the pieces we see more and more respect for the audience. I think were on the right track.
