London International Awards
2022 Winners and Finalists
Regional Network of the Year: Europe
Ogilvy
Finalist
Online Film
Creative Use of Data
| Entrant: | Ogilvy UK, London |
| Brand: | Dove |
| Title: | "Toxic Influence" |
| Corporate Name of Client: | Dove |
| Global Dove, Executive Vice President: | Alessandro Manfredi |
| Global Brand Vice President, Dove Masterbrand: | Leandro Barreto |
| Global Brand Director, Dove Masterbrand: | Edoardo Briola |
| Global Brand Manager, Dove Masterbrand: | Leslie Golts |
| Global Assistant Brand Manager, Dove Masterbrand: | Amalie Thompson |
| Global Brand Director Digital, Dove Masterbrand: | Zoe Eungblut |
| Senior Global Digital Manager, Dove Masterbrand: | Juliette Crouzet-Mertens |
| Global Executive Creative Director (Unilever) & Special Projects,: | Daniel Fisher |
| Global Creative Director: | Francesco Grandi |
| Media Company: | Mindshare, New York |
| PR Company: | Edelman, New York |
| Agency: | Ogilvy UK , London |
| Copywriter: | Phil Gull |
| Art Director: | Helen Giles |
| Agency Head of TV: | James Brook-Partridge |
| Senior Agency Producers: | Stephanie Warner/Sally Miller/Titus Scurt |
| Agency Producers: | George Ward/Eva McAlpine |
| Agency Project Managers: | Katie Morrell/Zahra Mair |
| Agency Account Director: | Carmen Vicente Soto |
| Global Business Lead, WPP Unilever: | Jo Bacon |
| Global Managing Partner: | Sam Pierce |
| Global Business Director: | Georgie Howard |
| Digital Account Manager: | Olivia White |
| Chief Strategy Officer: | Ben Kay |
| Global Strategy Partner: | lla De Mello Kamath |
| Strategist: | Yolanda Davis |
| Production Company: | SMUGGLER, London |
| Production Managing Director: | Fergus Brown |
| Director: | Henry-Alex Rubin |
| Senior Executive Producer: | Ray Leakey |
| Executive Producer: | Katie Uhlmann |
| Line Producer: | Andrew Sullivan |
| Director of Photography: | Gabriela Osio Vanden |
| Post-Production Company: | Absolute, London |
| Executive Post-Producer: | Sally Heath |
| Post-Producers: | Maddie Godsil/Shaun Wilding |
| 2D Artists: | Jasmine Cooper/Antonio Jimenez/James Russell/Av Bains/Simon Holden/Ben Robards/Chris Tobin |
| TVC & Content Director : | Jonas McQuiggin |
| Editor: | Ellie Johnson |
| Assistant Editors: | Iain Whitewright/Elyse Raphael |
| Editorial Producer: | Julian Marshall |
| Online: | Joseph Wolfenden-Williams |
| Colorists: | Matt Turner/Juliette Wileman |
| Sound Engineer: | Michalis Anthis |
| Music Composer: | Hanan Townshend |
| Casting Director: | Stephen Milo C.D.C |
| Casting Research Manager: | Taijah Hinds-Rowe |
Description:
Toxic beauty advice and toxic influencers are causing a self-esteem crisis in teenage girls worldwide. 1 in 2 girls follow influencers that make them feel less confident, and 92% of teen girls want to change the way they look.
Tragically, toxic advice has now become so common, girls don’t even realise it’s toxic anymore. Our idea was to use deepfake technology to put the words of toxic influencers – words heard every day by young girls – into the mouths of the one person they trust most in the world: their mom.
This enabled us to expose the issue and alert parents to toxic trends across social platforms, and at the same time help girls recognize and avoid toxic advice online. 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.