Highly Commended

Advertising | Ambient

Ogilvy Toronto

Unilever, Dove Pro-Age

Body & Soul

In a society that worships youth, can women be encouraged to embrace 'pro-aging'? This was the challenge faced by Dove when launching its Pro-Age range.

Armed with an insight (that the media tends to write women off - just when they've reached their peak), the agency developed Body & Soul, a full-length original play, featuring thirteen real women.

The script aimed to challenge, inspire and smash stereotypes of age - which it did with spectacular results. There were standing ovations - and shows sold out.

What's more, there were more than 90,000 visits to www.doveplay.ca and there's even a documentary of the play in the pipeline. Overall, Dove was very happy, having proved that women can be beautiful at any age.