Dove Sketches marks future of creativity, says Unilever's Keith Weed (Campaign Live, By Magda Ibrahim)

Keith Weed, Unilever's chief marketing and communication officer, said the business is looking for "even more creativity and excellence" in advertising this year.

Describing the "quite intriguing" Dove 'Sketches' film – part of the company's' Campaign for Real Beauty' marketing drive – Weed said it was "quite frightening how critical we are about how we appear and how we judge ourselves".

The film which was created by Ogilvy & Mather and has had 14 5million views around the world, said Weed, shows a police sketch artist who normally works with crime victims, creating pictures from the descriptions that women give of themselves.

The artist then produces drawings using another person's description of the same woman, and the two images are compared.

Weed added: "This year, with a reasonably challenging market, to come up and break through the clutter we are looking for even more creativity and excellence in advertising."

Unilever's Axe/Lynx campaign, created by Bartle Bogle Hegarty, won three Promo and Activation Lions at Cannes 2013.