Dove: Ogilvy UK wins again for ‘relentless reinvention’
- Jun 20, 2025
- 1 min read
THE WINNER of the 2025 Creative Strategy Grand Prix is Ogilvy UK for Dove’s ‘Real Beauty, how a soap brand created a global self-esteem movement’.
Jury President Pats McDonald, global chief strategy officer, Dentsu Creative, Global said: “When you get a group of strategists together in a room, you might expect disagreements. But it was hard to argue about a campaign that has written the playbook on modern strategy for the last 20 years.”
McDonald said Dove took “the simple, devastating insight that just 2% of women see themselves as beautiful and transformed beauty into a source of confidence. The campaign relentlessly reinvents itself for every generation and every shift in culture, all while embracing tech. It also open-sources its playbook for the rest of the industry.”
The impact of the campaign goes well beyond purpose, having also driven the brand to spectacular heights. Today it is a $7.5bn brand active across 10 product categories. McDonald talked about the importance of the Creative Strategy category, which received a record-breaking 902 entries this year: “When facing so much uncertainty and change, it is important to stop and find the best strategy in work, because that is going to take us forward with con- fidence and optimism.”
The Jury awarded five Gold Lions to campaigns from the UAE, Japan, France, Colom- bia and Brazil. Discussing criteria, McDonald said they were looking for entries that “know the audience and know algorithms, that embrace AI as a partner in joyful and provocative work with extraordinary ambition for what creative strategy can do. We wanted work that makes us optimistic about the future of the industry.”
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