Creativity

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

By Alexandra Jardine. Published on Apr 12, 2018

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.

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Credits

Date
Apr 12, 2018
Agency:
Adam & Eve/DDB London
Client:
Cybersmile
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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