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
Storytelling
Annual ID
OS23_CU027M
About the Work
Toxic beauty advice and toxic influencers are causing a self-esteem crisis in teenage girls worldwide. Sadly, the social media algorithms that feed young girls toxic beauty advice show parents completely different content on the same platforms. Our goal was: firstly, to highlight the scale and harm of toxic trends like teeth filing and ‘baby botox’ 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.
To do this, we created a short film, shot in documentary style, that 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. By doing this, the harmfulness of toxic influencers was laid bare, and we could tragically highlight how normalized girls have become to toxic beauty advice, by demonstrating how repulsed they are when the same advice comes from their “moms”. The film ends with a rallying call for parents to support their girls and leads viewers to Dove Self-Esteem Project resources, to help them detoxify their daughters’ social feeds.
Immediately, the film was organically covered by media and television outlets across the world and went viral on three continents. To date, the campaign has achieved 115.5 million organic views, 3.1 billion earned impressions, coverage in over 60 countries, and has a 99% positive campaign sentiment. The campaign has driven millions of parents to digital tools and a downloadable Confidence Kit on the Dove Self-Esteem Project website, where average dwell time in the week after the film launch increased by 100% to over four minutes. It is currently on pace to become Dove’s most viewed and most successful purpose-led campaign in history.
To do this, we created a short film, shot in documentary style, that 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. By doing this, the harmfulness of toxic influencers was laid bare, and we could tragically highlight how normalized girls have become to toxic beauty advice, by demonstrating how repulsed they are when the same advice comes from their “moms”. The film ends with a rallying call for parents to support their girls and leads viewers to Dove Self-Esteem Project resources, to help them detoxify their daughters’ social feeds.
Immediately, the film was organically covered by media and television outlets across the world and went viral on three continents. To date, the campaign has achieved 115.5 million organic views, 3.1 billion earned impressions, coverage in over 60 countries, and has a 99% positive campaign sentiment. The campaign has driven millions of parents to digital tools and a downloadable Confidence Kit on the Dove Self-Esteem Project website, where average dwell time in the week after the film launch increased by 100% to over four minutes. It is currently on pace to become Dove’s most viewed and most successful purpose-led campaign in history.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy UK / London
Digital Agency
VMLY&R / Dallas
PR / Marketing Agency
Edelman US / New York
Production Company
Smuggler / London
Music / Sound Production Company
750mph / London
Post Production Company
Absolute / London
Media Distribution Company
Mindshare US / New York
Art Director
Helen Giles
Copywriter
Phil Gull
Composer
Hanan Townshend
Creative Director
Jonas McQuiggin
Director
Henry-Alex Rubin
Director of Photography
Gabriela Osio Vanden
Editor
Ellie Johnson
Executive Creative Director
Daniel Fisher
Executive Producer
Sally Heath
Photographer
Caitlin Cronenberg
Strategist
Yolanda Davis
Casting Director
Stephen Milo C.D.C
Project Manager
Katie Morrell
Zahra Mair
Retoucher
Sipke Visser
2D Artist
Antonio Jiménez
Av Bains
Ben Robards
Chris Tobin
James Russell
Jasmine Cooper
Simon Holden
2nd Editor
Iain Whitewright
assistant editor
Elyse Raphael
assistant producer
Maddie Godsil
Eva McAlpine
George Ward
Casting Research Manager
Taijah Hinds-Rowe
Chief strategy Officer
Ben Kay
Chief Strategy Officer, One Unilever
Lindsey Gonnella
Colourist
Juliette Wileman
Design Lead, Integrated
Sian Hughes
Digital Account Manager
Olivia White
Edit Producer
Julian Marshall
Global Account Director
Carmen Vicente Soto
Global Assistant Brand Manager, Dove Masterbrand
Amalie Thompson
Global Brand Director Digital, Dove Masterbrand
Zoe Eungblut
Global Brand Director, Dove Masterbrand
Edoardo Briola
Global Brand Manager, Dove Masterbrand
Leslie Golts
Global Brand Vice President, Dove Masterbrand
Leandro Barreto
Global Business Director
Georgie Howard
Global Creative Director
Francesco Grandi
Global Dove, Executive Vice President
Alessandro Manfredi
Global Executive Creative Director (Unilever) & Special Projects, Executive Creative Director
Daniel Fisher
Global Lead, WPP Ogilvy
Jo Bacon
Global Managing Partner
Sam Pierce
Head of Integrated Production (Unilever)
James Brook-Partridge
Lead Senior Film Producer
Stephanie Warner
LINE PRODUCER
Andrew Sullivan
Managing director
Fergus Brown
Online
Joseph Wolfenden-Williams
Production Assistant
Shaun Wilding
Senior Art Producer
Chloe Jahanshahi
Senior Colourist
Matt Turner
Senior Film Producer
Sally Miller
Senior Global Digital Manager, Dove Masterbrand
Juliette Crouzet-Mertens
SENIOR PRODUCER
Kirsty Ratcliffe
Sound engineer
Michalis Anthis
Strategy Partner
Ila De Mello Kamath
Talent Liaison
Katie Uhlmann
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