The One Show
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Category
Integrated / Omnichannel Campaigns for Good
Annual ID
OS24_IG036M
About the Work
Social media has had face-altering augmented reality filters since 2015. Most were harmless, adding dog ears or a virtual accessory like a crown. With the advent of generative AI the Bold Glamour filter leapt forward. Bold Glamour used one beauty standard to airbrush a TikTok user's face so much that some called for it to be illegal due to its mental health effect. Thanks to AI, Bold Glamour maintained the effect even with a hand in front of a user's face. This made it impossible to tell if someone was using the filter. While some pointed out the potential harmful side effects to young girls, many influencers and everyday users used and shared the filter widely. As the creator of the No Digital Distortion movement and Dove Self Esteem Project, Dove needed to respond. And its media response needed to be natural to the platform using influencers to reach millions.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / London
DAVID / Madrid
Media Agency
Mindshare / London
Client / Brand
Unilever / London
Production Company
Ricardo Barcellos Produçoes Fotograficas / São Paulo
Art Director
Daniela Botero
Chief Creative Officer
Pancho Cassis
Saulo Rocha
Chief Marketing Officer
Alessandro Manfredi
Chief Strategy Officer
Lindsey Gonnella
Copywriter
Miguel Ángel Gómez
Creative Director
Jose Sancho
Pedro Sattin
Global Chief Creative Officer
Lisa Bright
Liz Taylor
Producer
Letícia Brito
Global Creative Director
Liam Bushby
Alison Stevens
Global Executive Creative Director
Daniel Fisher
Senior Producer
Megan Sturgess
Attendance Assistant
Mariana Buena
Audio & Music Production
Mokoh Music / Berlin
Brand Director US Masterbrand
Kathryn Fernandez
Chief Operating Officer
Sylvia Panico
Creative Project Manager
Jay Perez
Director of Retouching
Sipke Visser
Executive Production
Thais Sanches
Global Account Director
Carmen Vicente Soto
Global Account Manager
Grace Boyle
Global Brand Director
Pau Bartoli
Global Client Lead
Jo Bacon
Global Influence Business Director
Andrea Maylor
Global Managing Partner
Doug le Patourel
Global PR Director
Sandra Azedo
Global Senior Manager
Alix Colin
Global Social and Influence Lead
Rahul Titus
Global Vice President of External Communications & Sustainability
Firdaous ElHonsali
Head of Global Dove Influencer Marketing
Lynsey Smith
Head of Global PR
Sarah Potter
Head of Influencer
Ansley Williams
Head of Postproduction
Manuel Martín Gavilan
Image Producer, Direction, Director of Photography
Ricardo Barcellos
Influence Director
Poppy Richards
influence Executive
Samia Ahmed
Influence Manager
Miriam Martinez
Influence Strategy Associate Director
Nayria Kodazian
Influencer Senior Strategist
Lara Olson
Jaclyn Modena
Influencer Strategist
Surbhi Gandhi
Music Composer / 3 Seconds Silence
Sascha Knorr
Stephan Moritz
Tom Russbueldt
Music Producer
Maria Moritz
Stephan Moritz
Production director
Fernanda Peixoto
Senior Art Producer
Chloe Jahanshahi
Senior Creative
Ian Brassett
Dave Anderson
Senior Retoucher
Olivia Jones
US Content Lead
Jillian Engel
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