(* Source: Ed Cotton *) 

At this year's Cannes Lions, jury wanted to show the world of advertising has changed, so they and gave the Grand Prix to Dove’s Evolution spot.

The effort was rewarded for two reasons:

1.    It shows that there’s life beyond the 30sec television spot.

2.    It demonstrates the importance and power of corporate social responsibility. It’s not just a statement, it’s an action; Dove isn’t just commenting on the state of women and beauty, it’s actively trying to do something about it.

The problem is that the media world has changed so dramatically in the last 6 months that it might be impossible for a brand to replicate the success of Dove. The ad was truly viral; it was even seeded by the writer directly on YouTube and took off from there.

More here