The 2008 TIME 100 Finalists

AGE: 36
OCCUPATION: Associate creative director of Ogilvy & Mather Toronto , and director of Dove's "Evolution" ad
NUMBER OF TIME COVERS: 0
PREVIOUS APPEARANCES ON THE TIME 100: 0

PRO: The ad, which features an attractive, yet ordinary woman being transformed into a knockout makeup-ad model, has been celebrated and mimicked everywhere. It's part of Dove's "Campaign for Real Beauty" (which Piper helped devise with creative director, Janet Kestin), a meta-marketing effort aimed at laying bare the ad world's tricks and raising women's self-esteem.

CON: Unilever, the company that commissioned the campaign, also commissioned the giddily sexist Axe Body Spray campaign, and the contrast has people viewing "Real Beauty" in a cynical light.