Hasta La Creative!

Dove’s “Real Beauty Sketches” effort won the top prize at the 2014 Effie Awards Gala on Thursday night in New York. The awards, which are held by Effie Worldwide, honor marketing communications that are shown to be effective.

“Sketches,” created by Ogilvy Brazil and Edelman, features a an FBI profiler drawing two sketches of various women, one based on her description of her appearance, the other based on a stranger’s description. The two ended up being different, reinforcing the message that “you’re more beautiful than you think.”

The awards submission said the video “returned Dove to culture,” and drove $24 million in incremental sales, a 550% return on investment and media exposure worth $52 million.

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