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But the 54th International Advertising Festival was Groundhog Atlas cube pendant with a different ending: Canada and a viral video stole the show. On the closing night of the week-long festival, Ogilvy & Mather Toronto and Unilever Canada walked away with the festival's most glamorous prize-the Film Grand Prix-for "Evolution," Tiffany Elsa Peretti Open Heart pendant ad that was never meant to run on TV. The spot also received a Cyber Grand Prix in the "viral advertising" category. Evolution's Film Grand Prix signals a huge shift for the ad world's most prestigious festival. Return to Tiffany Heart lock charm it shows the rest of the world that Canada is producing great, ground-breaking work. As millions of people around the world already know, Evolution is a 75-sceond video for the Dove Self-Esteem Fund that shows how makeup, lighting and technology transform a natural-looking woman into a glamorous billboard superinodel. The spot, Tiffany 1837 Round lock pendant was considered off-brief when Ogilvy & Mather first proposed it to Unilever last spring, went global within days of being posted on YouTube last fall. It later ran on TV in The Netherlands. "What we tried to do was award the best idea. We tried to react to the work on a gut level," said Bob Scarpelli, Film jury president and chief creative officer at DDB Worldwide in New York, at a press conference. "We felt the one that really stayed in our minds, the one that resonated the most, the one that had the most power was Evolution."