The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Influencer Marketing / Single Channel
Annual ID
OS_SI19001G
About the Work
In the UK, cyberbullying is a huge issue with 43% of UK secondary school children being exposed to online abuse and 1/4 suffering repeated incidents. Its effects can lead to depression, low self-esteem, self-harming, social isolation and, in the worst cases, suicide. On behalf of cyberbullying charity, Cybersmile, we wanted to expose the issue in a way that would puncture the influence of online bullies and empower victims. We knew that we need to help resolve the problem where it was taking place – social media. We partnered with Chessie King, a body positive influencer on Instagram and found a way to put internet trolling in the spotlight in a ground-breaking way. Over 24 hours, we manipulated influencer Chessie’s appearance in real time in response to real negative comments in a live Instagram story. With each post, she became uglier in response to each comment, culminating in a shockingly distorted final image. Ultimately, we showed the internet that ‘Trolling Is Ugly’, not the people who receive the abusive comments.
2019 Awards
Total Points: 25
Gold Pencil
Credits
Agency
adam&eveDDB / London
Design Firm
King Henry / London
Client / Brand
The Cybersmile Foundation / London
Post Production Company
cain&abel / London
FreeFolk / London
Chief Creative Officer
Richard Brim
Creative Technologist
Chris Ketchell
Designer
Gemma Lawton
Editor
Joe Hollingworth
Producer
Suzy Macgregor
Charles Gillett
Creative Team
Lily Scarlett Hurst
Will Blackburn
Account Team
Miranda Hipwell
Olivia Chittenden
Rosie Snowball
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