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.

2023 One Show - Moving Image Craft & Production

Toxic Influence

Agency Ogilvy UK / London

Client Dove
BACK TO RESULTS

Annual ID

OS23_MI011G

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. The social experiment was constructed in a three-week timeframe from the completion of the casting process. Using bespoke methods of data collection, we secretly captured visual and auditory data from the mothers during casting. Once this data had been gathered, we worked quickly to build five hyper-realistic deepfakes that looked and sounded exactly like the mothers. Utilizing comprehensive social listening ensured our representation of girls’ experience online was true-to-life and relatable. We tracked fifty toxic trends in real-time across multiple social platforms, inputting them into our deepfake models two days before the experiment to ensure relevance. Harnessing natural language processing AI, we built transcripts based on the posts and language of hundreds of toxic influencers who were popular among the wider teenage demographic and were followed by our girls – ensuring our deepfake moms used the exact phrases, language and syntax of toxic influencers. The result was five bespoke minute-long deepfakes which all fooled the daughters into believing their moms were giving them toxic beauty advice. 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. It is currently on pace to become Dove’s most viewed and most successful purpose-led campaign in history.

2023 Awards

Total Points: 45

Gold Pencil

PERSONALIZED
DIGITAL AWARD

View Jury

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

Producer

Aishah Amodu
Natalie Frenkel
Ray Leakey

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