Big Moment If Dove Wins Cannes' Big Gong

It's won viral honours at Cannes, but will the grand fromages of world advertising give the major Grand Prix gong to the Dove evolution campaign?  It's a big moment because if they do, it will be (another) point at which the advertising old guard admits the world has changed.  That's because the Dove campaign is classified as a viral.  In fact it's a lot more than that but let's not get bogged down in semantics.  Suffice to say - it's not a 30sec spot.

[UPDATE:And the big moment arrives....]

[BONUS: Pete Blackshaw looks at why it works.]