ANDY Awards

Creative Award

New York, United States

New Search

Print View

Update

Filter results by

Dove - "#DetoxYourFeed"

Ogilvy London, United Kingdom

Awards

8610

This ad is part of the ACT Responsible Collection

Brand: Dove
Country: United Kingdom

Advertiser: Unilever

Title	#DetoxYourFeed
Agency	Ogilvy
Campaign	Toxic Influence
Advertiser	Unilever
Brand	Dove
Date of First Broadcast/Publication	2022 / 4
Business Sector	Hygiene & Personal Care Products
Story	The harmful advice, trends and products promoted by toxic influencers are creating a self-esteem crisis among teenage girls: 92% want to change the way they look, and 1 in 2 girls follow an influencer that makes them feel less confident. Our brief was twofold: firstly, to highlight the scale and harm of toxic trends across social platforms for parents, who are often unaware of what their daughters are seeing; and secondly, to help girls recognize and avoid toxic advice online. Tragically, toxic advice has now become so common, girls don’t even realize it’s toxic anymore. Our goal was to create a single, shareable film that would be relatable for both parents and their teen daughters, which spotlighted the issue as well as educating parents about resources from the Dove Self-Esteem Project they could use to help their daughters detoxify their feed.
Media Type	Web Film
Length	228 seconds
Market	United States
AI Description	The Dove web film "#DetoxYourFeed" addresses the negative effects of social media beauty advice on teenage girls' self-esteem. The ad features mothers and daughters sharing experiences in a dimly lit studio, resembling an intimate interview setting. The narrative unfolds with clips of girls looking at their phones while alarming beauty tips about botox, lip fillers, and weight loss flash across the screen. Innovative face-mapping technology is used to juxtapose mothers' faces giving harmful advice, shocking both them and their daughters. The film highlights the normalization of such advice and its impact on self-perception, unveiling a vital dialogue between parents and teens. The ad ends with a call to action, encouraging the use of resources from the Dove Self-Esteem Project to counteract toxic content on social feeds.
Production Company	Smuggler
Media Agency	Mindshare North America
PR Agency	Edelman Worldwide
Agency	VML
Global Executive Creative Director	Daniel Fisher
Global Creative Director	Francesco Grandi
Copywriter	Phil Gull
Art Director	Helen Giles
Design Lead	Sian Hughes
Global Client Director	Jo Bacon