2013 Winners & Shortlists

A VERY PUBLIC DISPLAY OF AFFECTION - THE MEN WHO SHARED THEIR LOVE WITH MILLIONS

Short List
BrandUNILEVER
Product/ServiceDOVE MEN+ CARE
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryBEST USE OR INTEGRATION OF EXPERIENTIAL EVENTS
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Contributing Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

The Campaign

Excluding normal cultural sensitivities, there are no special restrictions imposed by TV stations, broadcasting companies etc.

Results

Men in this region are always portrayed as hard, manly men. Believing that “Real Men Care and they show it”, Dove invited men to create a message of love and care and surprise their loved ones on a public stage. It was screened prior to the blockbuster they had come to the cinema to watch. The wives were all shocked and genuinely touched. Their families, hundreds of cinemagoers, and more than 2 million people on YouTube were so pleasantly surprised, they spread the message of love and care for us. It went viral and to date, it has touched 4.7 million people and reassured men that it’s ok to show their caring side in public.

We seeded the Activation film on YouTube, and the Dove men Facebook page, from there it simply captured the hearts of men and women from around the region and world.

The YouTube film has reached 2,089,384 views with 415 likes and only 49 dislikes. YouTube video statistics show the Top Demographic being Male 35-44yrs. To date the film has reached 4.7million social media impressions. More importantly we reassured men that it's ok to show their caring side in Public.

Credits

Name Company Role
Ben Knight OgilvyAction Creative Director
Logan Allanson OgilvyAction Art Director
James Bisset OgilvyAction Copywriter
Lina Safstrom OgilvyAction Copywriter
Amelia Nurul OgilvyAction Designer
Vaquas Alvi OgilvyAction Business Unit Director
Abeer Elyan OgilvyAction Account Manager
Basim Ishhtiaq Ahmed OgilvyAction Account Executive
Richard Lackey Muddville Cameraman
Harry Jansen Rich Muddville Cameraman