June 25, 2007
The award of top prize at the world’s most important advertising festival to an internet campaign for Unilever, the household goods group, may come to be seen as a milestone for the web’s development into a marketing medium.
The “Evolution” film for Dove, Unilever’s skincare brand, is among the most prominent commercials to benefit from a large element of free distribution on the web after being posted on websites such as YouTube and blogs.
Most internet advertising has hitherto been classified-style listings on search websites, but the “Evolution” clip used film techniques to show a young woman being transformed into a glamorous model.
Its capture of the film Grand Prix at the 54th Cannes Lions International Advertising Festival will re-enforce the mood of qualified optimism expressed by many senior industry figures at the event. They believe mainstream marketers are embracing the branding opportunities offered by digital media as well as recognising the threats such technology poses to traditional working practices in the $400bn-a-year global paid-for advertising sector.