Campaign Spotlight

Campaign Spotlight: Dove and Ogilvy’s #DetoxYourFeed spotlights the impact of social media on self-esteem

NEW YORK, USA — #DetoxYourFeed, Dove’s major new digital-first campaign, uses face mapping technology and AI to raise awareness about the impact of social media on self-esteem and to help teenage girls detox their social media feeds.

Dove research shows 2 in 3 girls in the US spend more than an hour on social media daily, 1 in 2 say idealised beauty content on social media causes low self-esteem, 80% would like their parents to help them manage idealised beauty posts, and 7 in 10 feels better after unfollowing idealised beauty content on social media.

So, Dove, and its creative partner Ogilvy, have created #DetoxYourFeed, an awareness, empowerment, and education campaign as part of their global digital programme. To launch the campaign, a powerful film called ‘Deepfake’, uses Deepfake technology to raise awareness as part of the campaign to help teen girls help themselves and to help their parents to support them. Authentic casting is a crucial aspect of creating the film, with Dove and Ogilvy casting real mothers and daughters directly impacted by the issue.

Sponsor

#DetoxYourFeed is part of The Dove Self-Esteem Project, the brand’s ongoing and groundbreaking effort aimed at helping young people overcome body image issues and fulfill their potential by building positive body confidence and self-esteem. This effort builds on last year’s #ReverseSelfie campaign.

Daniel Fisher, Global ECD, Unilever, and Special Projects and Member of Ogilvy’s Worldwide Creative Council, said: “I’m extremely proud of this piece of work and of all the teams from across the Ogilvy network who helped bring it to life. The kind of toxic beauty advice that girls today are getting exposed to on social media is heart-breaking and I only hope that this work kickstarts the conversations that we all need to be having.”

 

CREDITS

In the spirit of borderless creativity, #DetoxYourFeed was created by Ogilvy’s global Unilever team with contributions from the UK, US, and Sweden.

 

NameTitle/PositionCompany
CLIENT
Alessandro ManfrediGlobal Dove, Executive Vice PresidentUnilever
Leandro BarretoGlobal Brand Vice President, Dove MasterbrandUnilever
Edoardo BriolaGlobal Brand Director, Dove MasterbrandUnilever
Leslie GoltsGlobal Brand Manager, Dove MasterbrandUnilever
Amalie ThompsonGlobal Assistant Brand Manager, Dove MasterbrandUnilever
Zoe EungblutGlobal Brand Director Digital, Dove MasterbrandUnilever
Juliette Crouzet-MertensSenior Global Digital Manager, Dove MasterbrandUnilever
AGENCY & PARTNERS
Daniel FisherGlobal Executive Creative Director (Unilever) & Special ProjectsOgilvy
Francesco GrandiGlobal Creative DirectorOgilvy
Phil GullCopywriterOgilvy
Helen GilesArt DirectorOgilvy
Sian HughesDesign Lead, IntegratedOgilvy
Jo BaconGlobal Client LeadOgilvy
Sam PierceGlobal Managing PartnerOgilvy
Georgie HowardGlobal Business DirectorOgilvy
Carmen Vicente SotoGlobal Account DirectorOgilvy
Olivia WhiteDigital Account ManagerOgilvy
Katie MorrellProject ManagerOgilvy
Zahra MairProject ManagerOgilvy
James Brook-PartridgeHead of Integrated Production (Unilever)Hogarth WW
Stephanie WarnerLead Senior Film ProducerOgilvy
Sally MillerSenior Film ProducerHogarth WW
George WardAssistant ProducerOgilvy
Eva McAlpineAssistant ProducerHogarth WW
Chloe JahanshahiSenior Art ProducerOgilvy
Ben KayChief Strategy OfficerWPP, London
Ila De Melloa KamathStrategy PartnerOgilvy
Yolanda DavisStrategistOgilvy
PRODUCTION PARTNERS
Production:Smuggler
Fergus BrownManaging DirectorSmuggler
Henry-Alex RubinDirectorSmuggler
Ray LeakeyProducerSmuggler
Katie UhlmannTalent LiaisonSmuggler
Andrew SullivanLine Producer (Soft Citizen)Soft Citizen
Gabriela Osio VandenDirector of PhotographerSmuggler
Casting:Milo Casting
Stephen Milo C.D.C.Casting DirectorMilo Casting
Taijah Hinds-RoweCasting Research ManagerMilo Casting
Editing:TenThree
Julian MarshallEdit ProducerTenThree
Ellie JohnsonEditorTenThree
Iain Whitewright2nd EditorTenThree
Elyse RaphaelAssistant EditorTenThree
Post Production:Absolute
Sally HeathExecutive ProducerAbsolute
Kirsty RatcliffeSenior ProducerAbsolute
Maddie GodsillAssistant ProducerAbsolute
Shaun WildingProduction AssistantAbsolute
Matt TurnerSenior ColouristAbsolute
Juliette WilemanColouristAbsolute
Jonas McQuigginCreative DirectorAbsolute
Joseph Wolfenden-WilliamsOnlineAbsolute
Jasmine Cooper2D ArtistAbsolute
Antonio Jimenez2D ArtistAbsolute
James Russell2D ArtistAbsolute
Av Bains2D ArtistAbsolute
Simon Holden2D ArtistAbsolute
Ben Robards2D ArtistAbsolute
Chris Tobin2D ArtistAbsolute
Deepfake Technology:Synthesia c/o Hogarth WW
Titus ScurtPrimary Production Senior ProducerHogarth WW
Audio:750mph
Michalis AnthisSound Engineer750mph
Aishah AmoduProducer750mph
Music:
Hanan TownshendComposer
Photographer
Caitlin CronenbergPhotographer
Natalie FrenkelProducer
Colour Correction
Sipke VisserRetoucherFrisian

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