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Creative Award
New York, United States
The Cybersmile Foundation - "Trolling Makes You Ugly" by ANDY Awards 2019

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TitleTrolling Makes You Ugly
Agency
Campaign Trolling Makes You Ugly
Advertiser The Cybersmile Foundation
Brand The Cybersmile Foundation
PostedApril 2019
Business Sector Institutional/Public Interest/Non-Profit Org.
Media Type Web Film
Length
AI Description The advertisement by The Cybersmile Foundation uses Instagram and live digital retouching to explore the effects of trolling and cyberbullying. It shows body-positive influencer Chessie King receiving hateful comments while streaming a live video. In response to each negative comment, her image is digitally altered to become more distorted and grotesque, illustrating the message that negativity can affect your appearance, highlighting the ugliness of trolling itself rather than the victim. The ad utilizes emojis and exaggerated faces, emphasizing transformation through digital alteration. The campaign effectively engages viewers, raising awareness on the impacts of cyberbullying while promoting self-acceptance. It was rolled out on social media and had high interaction and media coverage. The tagline reinforces that trolling is ugly, not the people targeted by it. The visuals shift between vivid shades like pinks and blues, keeping a modern, digital aesthetic that appeals to social media users.
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