DOve - Toxic InFluence

Toxic beauty advice on social media has become so normalized that girls don’t even realize it’s toxic. So we put the same advice they hear everyday into the mouth of the person they trust the most? Their mom. Using Deepfake technology, we created a jaw-dropping social experiment that blows the lid off the issue. The film received over 115 million views, 3.1 billion impressions, and was covered in over 300 media outlets in 60 countries. It’s was the most successful campaign in Dove Masterbrand history, until we topped it the following year. In a career first, the campaign was seen by the FBI (yes, the Federal Bureau of Investigation) who reached out and enquired about about how we developed the Deepfakes.