Onslaught, Dove vs Greenpeace

Something you get quite a lot in agency life is a client who comes to you with a brief, and then verbally tells you the name of a brand, with a wish for his / her campaign to be exactly like that. No bad thing, as it at least gives you a picture of what the client is after along with pointers for likes and dislikes.

Over the past few years, we had a fair few, 'I want an Innocent Smoothies!' (note to non UK readers, Innocent was started by a bunch of ex ad guys who set up a smoothie business with a touchy feely ethos - before Innocent it was often 'I want a Ben and Jerrys').

But from female focused brands, you sometimes hear 'I want a Dove', their campaign for real beauty being held up as an extremely successful case-study where the brand has really made an emotional connection with the target audience.

Now Greenpeace has used the success of the Dove campaign to put pressure on parent company Unilever for allegedly uses palm oil from Indonesia, which destroys the rain forest. Greenpeace's effort is included above.

Spotted on Social Hallucinations.