About
Creative Director
& Visual Artist
& Visual Artist
Women that receive hateful comments on their social media posts impacts their mental health and self-esteem.
8 out of 10 women receive hateful comments on social media, which often causes them to delete their photos and hide because of the hate. To bring attention to the issue and confront it, VML Argentina and Dove created (Un)Deleted – a photo exhibition made with photos deleted because of hate on social media.Art Lead
Client: Dove (Unilever)
Awards
Bronze (x1)
Shortlist (x5)
The One Show
Bronze (x1)
Clio
Bronze (x1)
El Sol
Silver (x1)
Bronze (x1)
Gerety
Silver (x1)
Shortlist (x5)
Echo Latam
Gold (x1)
Silver (x1)
Echo International
Gold (x1)
Silver (x1)
Bronce (x1)
Diente
Gold (x1)
Silver (x1)
Bronce (x3)
Challenge
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 had not developed as deep a connection with it.
Execution
(Un)Deleted invited women who had been victims of hate to once again share the photos they had deleted—this time, as part of a photo exhibition. Alongside each image, the original hateful comments were also displayed, giving visibility to the issue and highlighting the real impact hate has on women’s self-esteem and mental health.
The exhibition was showcased in galleries, schools, and leading universities across the country. The emotional resonance was so strong that it inspired hundreds of thousands of women to organically repost their own deleted photos on social media.
(Un)Deleted became more than a campaign: it became a movement. One that empowered women and reaffirmed that the most powerful way to confront online hate is by showing up exactly as we are.
Brand: Dove
Client: Unilever
Agency: VML Argentina
Production Company: Mama Hungara
Sound Company: Bamba
VML Argentina
CEO Argentina: Victoria Cole
CCO Argentina: Rafael Quijano / Daro Gonzalez
Executive Creative Director Argentina: Sofía Cursach
Creative Directors: Ailin Baldi / Agustina Zbogar
Head of Art: Fernando Rossini
Art Lead: Solana Viton
Art Director: Macarena Picchio
Copywriter: Marianela Quinteros
Integration Production Lead: Josefina Espil / Marcelo Fontao
Editor: Lucia Spratt
Creative Operations: Delfina Scalise / Antonella Gonzalez Seoane
General Business Director: Gabriela Castenetto
Chief Growth Officer: Eliana Kaplan
Growth Director: Carolina Graziano
Account Director: Ayelen Peña
Account Executive: Carolina Martinez Fonseca
General Strategy Director: Ronny Weter
Head of Content & Comms Strategy: Silvina Coto
Brand Strategy Lead: Lourdes Toledo
Brand Strategist: Bianca Mareco
VML Latam
Global CCO: Debbi Vandeven
Deputy Chief Creative Officer: Rafael Pitanguy
Global Chief of Creative Operations: Lauren Lafranz
Chief Creative Officer LATAM: Nino Goldberg
Creative Operations LATAM: Facundo Palacios
Chief Strategy Officer LATAM: Ernest Riba
Deputy Chief Strategy Officer LATAM: Luis Fernando Dugand
Unilever
Head of Personal Care & Marketing Lead Argentina: María Micaela García Alai
Sr. Brand Manager Dove Deos & Skin Cleansing: Agustina Gerónimo
Dove MB & Deos Lead: Sofía Bizzanelli
Mama Hungara
Director: Carmen Rivoira
Managing Directors: Lisandro Ramos / Juan Saravia / Felipe Yaryura
Executive Producer: Lisandro Ramos / Luca Macome
Producer: Juan Escolar
Director of Photography: Vani Falcone