In today’s digital age, social media has become an integral part of young people’s lives, especially teenage girls. Unfortunately, it has also given rise to harmful beauty trends, hacks, and products that are increasingly linked to depression and teen suicide. Shockingly, two out of three girls spend more time on social media than they do with their friends. This article sheds light on a groundbreaking campaign by Dove’s Self-Esteem Project, which aims to address the issue of toxic beauty advice and empower parents to protect their daughters online.

The Prevalence of Harmful Beauty Trends on Social Media
Social media platforms have become a breeding ground for influencers promoting beauty trends that can be detrimental to young girls’ self-esteem and mental health. The pressure to conform to unrealistic beauty standards often leads to a negative impact on their self-image and overall well-being.

The Disparity in Content Exposure on Social Media Platforms
One alarming aspect of the issue is the disparity in content exposure on social media platforms between parents and their daughters. Algorithms tailor content to individual users, showing them personalized feeds based on their previous interactions. As a result, parents may not be aware of the toxic advice their daughters are exposed to online.

The Innovative Solution: Using Deepfake Technology
To tackle this problem, Dove’s Self-Esteem Project collaborated with Ogilvy and adopted a creative and impactful approach. They utilized deepfake technology to put the words of toxic influencers directly into the mouths of the one person teenage girls trust the most: their mothers. This campaign aimed to create awareness among parents about the harmful content their daughters might encounter daily.

The Implementation and Impact of the Campaign
The agency meticulously tracked 50 toxic trends in real-time across various social media platforms. Based on the most popular phrases of hundreds of toxic influencers, they developed fake transcripts. These transcripts were then “spoken” by deepfake versions of the girls’ mothers, bringing the issue to light in an eye-opening and shareable film.

The campaign’s global rollout across 18 markets was met with resounding success. It garnered an astounding 115.5 million organic views and an impressive 3.1 billion impressions. The impactful campaign ignited millions of conversations between parents and their daughters, fostering awareness and promoting healthier online habits.

Conclusion
The prevalence of harmful beauty trends on social media is a pressing issue that affects young girls worldwide. Dove’s Self-Esteem Project, in collaboration with Ogilvy, has taken a revolutionary step to address this problem head-on. By using deepfake technology to raise awareness among parents, the campaign has successfully sparked conversations about the importance of protecting our daughters from toxic online influences.

As responsible individuals, parents, and digital citizens, we must collectively work towards creating a safer and more positive online environment for young minds. Let us continue to support initiatives like Dove’s Self-Esteem Project, which not only highlights the problem but also encourages dialogue and empowers parents to play a proactive role in safeguarding their daughters’ mental well-being. Together, we can foster a healthier and happier digital world for the next generation.

Credits
Advertising Agency: Ogilvy UK
Brand: Dove
Campaign: Toxic Influence
#SocialMedia #ToxicBeauty #DeepfakeCampaign

Awards: Cannes Lions Gold
Tags: Unmasking Toxic Beauty, social media, harmful beauty trends, Deepfake campaign, toxic influence, Dove’s Self-Esteem Project, teen suicide, depression, personalized feeds, online habits, positive self-image, digital well-being, global impact, conversations, revolutionary approach, safer online environment, mental well-being

“Burger King has always stood for equality, love and everyone’s right to be just the way they are,” said Burger King Finland’s Brand Manager Kaisa Kasila. “The only instance where it might not seem so, is when we’re bantering with our competitor. But we want to be clear – it all stems from the respect we have for them. And we know McDonald’s stands for the values we stand for, too.

“The idea behind the painting sprung from our desire to celebrate love in all forms. We thought, what a better way to convey our values than by portraying an all-encompassing kiss between Burger King and McDonald’s. We wanted to show that in the end, love always wins.”

The long-awaited kiss can be widely seen in outdoor and print advertising as well as in Burger King’s channels and restaurants around Finland during Helsinki Pride Week.

Credits:
Brand: Burger King
Campaign: Love conquers all
Agency Network: TBWA

This campaign is about:
Helsinki Pride Week, OOH, Print Advertising, Finland, Food, Love, Creative, Advertisement, McDonald’s

Credits
Brand: Amare Sex Shop
Campaign: Crush Yourself
Advertising Agency: Camisa 10, Rio de Janeiro, Brazil
Creative Directors: Bruno Richter, Victor Vicente
Art Director: Arthur Villas Boas
Copywriters: Larissa Coelho, Victor Vicente
Photographer: Diego Mello
Digital Artist: George Rutherford

Tags:
Valentine’s Day, Brazil, Love, Camisa 10, Rio de Janeiro, Brazil, Print Campaign, Print Advert, Creative Ads, Print, Adult, Valentine’s Day Campaign

The #FreeToLove movement created by Closeup tells the story shaping its core ideology via the medium of a short film. In the 4 mins 20 secs clipping, various stories of long lost lovers are intertwined together. All the sabotaged love stories have one thing in common: society’s unwanted intervention. The couples portrayed in the film had to part ways in their respective relationships owing to the boundaries stipulated by society on the concept of love. Prejudices based on caste, religion, sexual orientation, and more proved to be the enemies of love in the tales brought alive in Closeup’s campaign. However, all the couples in the film continue to harbor admiration for the moments spent together with their once better-halves despite their culminated relationships.

Closeup Free To Love Movement

#FreeToLove is an attempt to give a voice to all the lovers who are bounded by society’s unjust limitations exercised on the universal right to love. Anybody can share his/her/their story by using the hashtag.

We feel that Lost Loves is a humanitarian initiative that advocates the fundamental right to love freely. The campaign owes its impact to its strong core message.

Share your support to the #FreeToLove Movement here

Tags:
Closeup India, Lost Loves, Closeup commercials, Digital, Love, #FreeToLove

Jared® Jewelers embraces change with a bold campaign via agency McKinney that celebrates love and devotion in a world where people of all backgrounds “Dare To Be Devoted.” Diverse representation is essential part of the campaign, which was edited by Cut+Run’s Sean Fazende and Directed by Golden Heart Films’ Ryan Booth.

The spots depict moments where couples are ‘daring to be devoted’ in ways that depart from what might be considered traditional. Roles reversed, reimagined, and reconstructed in moments of celebration both quiet and exuberant: a nightclub engagement; an unexpected moment of surprise in front of strangers; and a couple’s love creating a blended family in a morning campsite proposal.

The fully integrated campaign is the first by creative agency McKinney for Jared since their partnership began earlier this year.

Credits-
Client: Jared
Campaign: Dare To Be Devoted

VP, Marketing: Alan Gravely
Executive Director of Print and Advertising: Chris Dralle
Director, Client Services: Shelly Morton

Agency: McKinney
Chief Creative Officer: Jonathan Cude
Group Creative Directors: Jenny Nicholson, Will Dean
Art Director: Kathryn Moffitt
Group Account Director: Gretchen Walsh
Account Director: Lindsley Laham
Account Supervisor: Melanie Wallace
EVP, Director Content: Regina Brizzolara
SVP, Executive Producer: Josh Eggleston
Print producer: Carolyn Petty

Production Company: Golden Heart Films
Global President of Commercials & Branded: Davud Karbassioun
Executive Producer: Hillary Rogers
Director: Ryan Booth
Producer: Jennifer Haberstock
Director Of Photography: Natalie Kingston

Editorial: Cut+Run
Editor: Sean Fazende
Senior Producer: Marcia Wigley
Managing Director: Lauren Hertzberg

Post FX: MPC
Executive Producer: Mathew Loranger
Producer: Anna Kravtsov

Tags:
Jewellery, Digital campaign, Brand Commercial, Golden Heart Films, Love, Jared Ads, Jared Commercials, Jared campaign

Serve Marketing, the country’s only all-volunteer advertising agency, developed the campaign titled “Condom Word”. It is part of an on going effort to reduce Douglas County’s skyrocketing STD rates and promote Omaha’s expanded free condom distribution program around the city. The provocative public service campaign will be seen on social media, billboards, bus sides, banner ads and in public bathrooms. It features big words like “love”, “passion” and “share”- all made of assorted condoms. The words are then followed by sentences like “Love. It’s more beautiful without a Herpes outbreak”. Or “Share your love, not a Chlamydia infection.” Viewers are then directed to find out where they can get free condoms by going to GetCheckedOmaha.com

“It’s time we started a discussion about importance of condom use among sexually-active teens and young adults in Omaha,” explains Serve’s Volunteer Creative Director, Gary Mueller. “But in a way that is cool and artful enough that our audience will want to post it on Instagram or share on Facebook or Twitter–all while getting the message out that free condoms are available all over Omaha.”

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Credits
Advertising Agency: Serve Marketing, USA
Executive Creative Director: Gary Mueller
Creative Director / Art Director: Kelsey Barnowsky
Creative Director / Copywriter: Mike Holicek
Typographer: Whitney Anderson
Photographer / Retoucher: Anthony Giacomino
Multimedia Designer: Charlie Marsh
Developers: Fred Ziegler, Genevieve Schweitzer
Social Media: Courtney Kronschnabel, Alex Boeder
Production: Rob Birdsall, Stacey Soden
Account Executives: Heidi Halperin, Matt Larson

Credits:
British Airways
SapientNitro India

Credits:
Advertising Agency: Fuel, Lisboa, Portugal
Art Director: Bruna Gonzalez
Copywriter: João Silva
Creative Directors: Marcelo Lourenço, Pedro Bexiga
Agency Producer: Pedro Silva
Photographer: Frederick Vanzeller
Producer: Garage Photos

Only a mother can give what she doesn’t have.

Credits:
Horlicks India
#LoveYouMaa

MAGGI New Video | #WeMissYouToo | MENU CARDS

MAGGI New Video | #WeMissYouToo | MOM

MAGGI New Video | #WeMissYouToo | NEIGHBOURS

Maggi #WeMissYouToo

Clowns Without Borders: Donate smiles
Give thousands of displaced children their smile back.

Credits:
Advertising Agency: J. Walter Thompson, Barcelona, Spain
Creative Directors: Alex Martínez, Oscar Galan, Luis Díez
Art Director: Pol Úbeda
Copywriter: Esteve Cardona
Illustrator: David Suárez
Photographer: Marc Díez

A man finds companionship in a dog that faces the same struggles as he does. By giving him a chance, the two overcome life’s obstacles together.

Kleenex Brand
Unlikely Best Friends

Innovative soda machines show the power of happiness by connecting people across countries.

Credits:
CLIENT/AD OR CAMPAIGN: The Coca-Cola Company
AGENCY: Leo Burnett Chicago & Sydney
GLOBAL CHIEF CREATIVE OFFICER: Mark Tutssel
CHIEF CREATIVE OFFICER: Andy DiLallo
EXECUTIVE CREATIVE DIRECTORS: Dave Loew, Jon Wyville
CREATIVE DIRECTORS: Grant McAloon, Vince Lagana
ART DIRECTOR: Justin Carew
COPYWRITER: Iggy Rodriguez
DESIGNERS: Omari Miller, John-Henry Pajak, David Mugford
DIRECTOR – CREATIVE TECHNOLOGY: Chad Mirshak
CREATIVE TECHNOLOGISTS: Brendan Crich, Keong Seet, Scott North
EXECUTIVE DIRECTOR OF PRODUCTION: Vincent Geraghty
DIRECTOR OF PRODUCTION OPERATIONS: Michael Shanahan, Amir Mireskandari
EXECUTIVE PRODUCER: Adrian Gunadi
PRODUCER: Stephen Clark, Michelle Browne
EXECUTIVE STRATEGY DIRECTOR: Wells Davis
STRATEGY DIRECTOR: Olivier Tse
EXECUTIVE ACCOUNT DIRECTOR: Bob Raidt
ACCOUNT SUPERVISOR: Katie Nikolaus
DIRECTOR: Patrick Fileti
DOP: Patrick Fileti
EDITOR: Patrick Fileti
2ND UNIT DIRECTOR: Angus Forbes
2ND UNIT DOP: Angus Forbes
TECHNOLOGY PARTNER/COMPANY: The Super Group
PRODUCTION COMPANY: Highlight Films
MUSIC COMPANY: Song Zu

Credits:
HSBC UK
Campaign: Discover stories from the lift

Inseparable coca cola

Every day is a good day to thank your mother for all she’s done for you, but busy schedules make it easy to forget. With that in mind, Coca-Cola has created a touching video reminding sons and daughters across the country to call their mothers on Mother’s Day to tell her how much she means to them. “Inseparable” is an interactive video experience that tugs at the heartstrings of mother and child, celebrates the emotional journey they share, and ends with a simple message: “This Mother’s Day give Mom the gift she wants most. Call her.” Upon finishing the video, viewers in the U.S. and Puerto Rico are invited to place a free 3-minute call to their mom anywhere in the world compliments of Coca-Cola. The interactive video focuses on the unbreakable bond between mother and child, and takes viewers through the ever-changing, loving, and sometimes tumultuous relationship between mothers and daughters. During the video, viewers can toggle between the perspectives of mother, daughter and grandson allowing them to see through the eyes of each character.

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