CyberSmile / #TrollingIsUgly

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Made in partnership with influencer Chessie King, with post by Freefolk, the campaign aims to raise digital abuse awareness for young people. adam&eveDDB devised the real-time pro-bono campaign for The Cybersmile Foundation #TrollingIsUgly to help combat cyberbullying.

Led by social media influencer and body confidence campaigner, Chessie King, the campaign demonstrates the devastating effect that digital abuse can have on young people. We took the trolling comments literally and deformed Chessie in response to show exactly what it looks like.

The campaign started with a post on Chessie’s Instagram profile where she talks about body confidence, which got over 150,000 views in the first 12 hours. Working in real-time the creative team followed through on live stories morphing Chessie in response to direct trolling messages.

  • Advertiser The Cybersmile Foundation
  • Agency adam&eveDDB
  • VFX Supervisor/Creative Director Jason Watts
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  • CCO Richard Brim
  • Creative Directors Rasmus Smith Bech
    Jonas Roth
  • Creatives Lily Scarlett Hurst
    William Blackburn
  • Agency Producer Suzy MacGregor
  • Executive Producer Fi Kilroe
  • Producer Charles Gillett
  • Lead Nuke Artist Kayley Fernandes
  • Nuke Artist Rob Sheridan
  • Flame Artist Brandon Danowski