LAS VEGAS—Dove’s “Campaign for Real Beauty” is one of those legendary campaigns that changed everything, not just for the Unilever brand but for the category and, indeed, the industry as a whole—helping to usher in an era when brands could be more honest about the artifice of messaging, and become more real and relevant to consumers.
Malcolm Poynton, now global chief creative officer at Cheil Worldwide, was one of the key architects of the original “Real Beauty” work, a dozen years ago at Ogilvy London.
Adweek caught up with Malcolm in Las Vegas, where he was leading the Integration jury at LIA judging. We asked him about his three favorite ads of all time, and not surprisingly, the Dove work came up.
Check out the video to hear from the New Zealander about the Dove legacy, as well as his other favorite ads, what he’s excited about in the Cheil network (including some nifty product innovation), and how the LIA judging process went.