This is what happens when an Instagrammer alters her body to please haters
Adam&Eve/DDB co-created content with influencer Chessie King for Cybersmile
Editor's Pick
Anti-cyberbullying nonprofit Cybersmile worked with a social influencer to demonstrate the damaging results of trolling in a graphic way.
For the U.K. campaign, agency Adam&Eve/DDB worked with Instagrammer and body confidence campaigner Chessie King, getting her to post an initial video in which she discusses how she's happy with her body. The video had over 150,000 views in the first 12 hours.
Then, the agency co-created content with King throughout the following day (April 11) in response to genuine negative comments from online trolls. The content altered her face and physique in line with the trolling and was posted as a series of photos and videos to King's Instagram Story. With each post, she became more and more distorted, eventually appearing downright unhuman as an amalgamation of the haters' comments.
Finally, the effort revealed that her transformation was a collaboration with The Cybersmile Foundation, and directed followers to its website for help and advice.
Credits
- Date
- Apr 12, 2018
- Brand :
- Cybersmile
- Client :
- Cybersmile
- Agency :
- Adam & Eve/DDB
- Client :
- Dan Raisbeck
- Client :
- Iain Alexander
- Chief Creative Officer :
- Richard Brim
- Creative Director :
- Rasmus Smith Bech
- Creative Director :
- Jonas Roth
- Creative Team :
- Lily Scarlett Hurst
- Creative Team :
- William Blackburn
- Agency Producer :
- Suzy MacGregor
- Creative Planner :
- Martin Beverley
- Managing Partner :
- Miranda Hipwell
- Account Director :
- Olivia Chittenden
- Account Manager :
- Rosie Snowball
- Post Production :
- Freefolk
- Post Production :
- Cain&Abel
- Post Producer :
- Charles Gillet
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