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ANDY Awards

Creative Award
New York, United States
Dove - "Toxic Influencer" by ANDY Awards 2023

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TitleToxic Influencer
Agency
Campaign Toxic Influence
Advertiser Unilever
Brand Dove
Date of First Broadcast/Publication 2022 / 4
Product Dove Masterbrand
Business Sector Hygiene & Personal Care Products
Story Shot in documentary style, this short film explores and subverts the deepest of emotional bonds – between mothers and their daughters – by using cutting-edge deepfake technology to put the words of toxic influencers into the moms’ mouths. Showcasing the shocked reactions of the moms and daughters, and depicting the uncanny deepfakes of horrifying toxic trends like teeth filing and ‘baby botox’, the film dramatically demonstrates the danger of toxic influencers and the toxic beauty advice girls are exposed to. It culminates in a rallying call that inspires parents to join Dove’s mission to raise the self-esteem of millions of girls.
Media Type Case Study
AI Description In this impactful advertisement campaign, Dove explores the harmful influence of toxic beauty advice conveyed via deepfake technology. The central focus is a documentary-style video where mothers’ faces are digitally altered to deliver unsettling social media tendencies directly to their daughters. This startling switch highlights the detrimental psychological impact of toxic influencers in the realm of beauty and self-image. The expressions of shock and concern from both the mothers and daughters are captured intimately, exposing the vivid realism of digital manipulation. By targeting the strong emotional bond in families, the ad creates a powerful message about the critical importance of safeguarding self-esteem in young girls. The visuals include a blend of modern technology and personal interactions, fostering awareness and advocating Dove’s initiative to raise consciousness around the prevailing self-esteem issues caused by social media. This campaign serves as a rallying call for parents to protect and nurture their children's mental health.
Production Company Smuggler
Media Agency Mindshare North America
PR Agency Edelman Worldwide HQ
Agency Ogilvy UK