London International Awards
2022 Winners and Finalists
Regional Network of the Year: Europe
Ogilvy
Finalist
Creativity In PR
Beauty
| 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 |
Written Brief:
The harmful advice, trends and products promoted by toxic influencers are creating a self-esteem crisis among teenage girls: 92% want to change the way they look, and 1 in 2 girls follow an influencer that makes them feel less confident.
Our brief was twofold: firstly, to highlight the scale and harm of toxic trends 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. Tragically, toxic advice has now become so common, girls don’t even realize it’s toxic anymore.
Our goal was to create a single, shareable film that would be relatable for both parents and their teen daughters, which spotlighted the issue as well as educating parents about resources from the Dove Self-Esteem Project they could use to help their daughters detoxify their feed.