Trolling is a digital age nightmare. The anonymity of a keyboard gives courage to people who shouldn’t have it and trollers rarely see the results of their nastiness.
Adam&Eve/DDB and Cybersmile decided to show them. Body image is a huge issue for far too many women. Especially young women, who still tend to invest most of their self-confidence in their looks. So Adam&Eve/DDB and Cybersmile allowed trollers to create a ridiculous human being, by responding to their criticisms.
Adam&Eve/DDB worked with Instagrammer and body confidence campaigner, Chessie King. First, they created a trigger post – King shows off her body with pride and asks followers to tell her what they think. The video achieved more than 150,000 views in the first 12 hours.
The agency waited for comments to come in and responded within 24 hours to the negative ones, altering Chessie in line with the troll comments.
Every new post made Chessie more and more distorted until she looked like this:
Then it was revealed that Chessie’s transformation was a collaboration with The Cybersmile Foundation, and viewers were directed to its website for help and advice.
Adam&Eve worked pro bono on the campaign.
Agency: Adam & Eve/DDB London
Chief Creative Officer: Richard Brim
Creative Directors: Rasmus Smith Bech & Jonas Roth
Creative Team: Lily Scarlett Hurst & William Blackburn
Agency Producer: Suzy MacGregor
Planner: Martin Beverley
Managing Partner: Miranda Hipwell
Account Director: Olivia Chittenden
Account Manager: Rosie Snowball
Post Production: FreeFolk & Cain&Abel
Post Producer: Charles Gillet
Client approval: Dan Raisbeck & Iain Alexander