(Un)Deleted

8 out of 10 women receive hateful comments on social media. This often causes them to delete their photos and hide because of the hate. To make this problem visible and confront it, VML Argentina and Dove created (Un)Deleted, a photo exhibition made with photos deleted because of hate on social media.

With (Un)Deleted, we created a campaign combining the classic benefit and main differential with the brand’s purpose (Real Beauty). This started a relevant conversation for Gen Z and updated the purpose for an entire generation. The exhibition also became a space to celebrate diversity and real beauty, inspiring thousands of women to show themselves as they are. We are super proud of it.

Sofía Cursach

General Creative Director, VML Argentina

Dove identified the need to reconnect with younger women, a generation that demands authenticity and commitment. Over the past 20 years, Dove has built a strong bond with women aged 35+ through its Real Beauty platform. However, Gen Z women, now in their 20s, were children when the brand launched this iconic campaign and therefore did not develop as deep a connection with the brand.

We know that hair removal is the #1 cause of skin irritation in women. But there is a much deeper thing that irritates them: hate and body shaming on social media.

We launched (Un)Deleted, the first-ever photo show to challenge social media hate, and invited 15 Gen Z-friendly influencers to showcase photos they’d deleted due to negative comments about their appearance.

(Un)Deleted exceeded its objectives, proving that commitment to an authentic purpose generates results, even more so if we redefine that purpose to resonate with new generations.