Cannes Lions


OGILVY & MATHER, Toronto / UNILEVER / 2008

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Our client challenged us to find an innovative and engaging way to connect with media personnel and key influencers, in order to bring the Dove Pro-Age play to life in a memorable and entertaining way. The primary objective was to invite and encourage women to participate in the process and "try out" for the play. The secondary objective was to create PR buzz and media coverage surrounding the Dove play and the audition process. Our task was to find a solution that would incite dialogue on beauty and aging.


To help change the way society thinks about beauty/aging, Dove created a monologue-driven play in which the cast consists of real women over 45. As part of national audition process for the play, women across Canada were asked to write a letter to their bodies/submit a photo.

In order to incite dialogue about aging/get the creative juices flowing before the women wrote their “Dear Body” Audition Letters, we encouraged them to invite friends to a “Dear Body” Audition Party.

A game was sent to influential women over 45 to help get the party started and to get media talking media.


As a result, the game and some of its most entertaining components were featured by many of Canada’s most respected newspapers and magazines. And on several Canadian TV and radio talk shows, the game was played by show hosts and their guests.We generated 8,994,220 impressions as a result of our efforts with the audition party kit.

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