Description
The “Toxic Relationship” campaign uses Olivia Rodrigo's 2021 hit song “jealousy, jealousy” to draw attention to the psychological impact of excessive screen time, particularly among younger generations.
The campaign responds to alarming statistics from the 2024 Mental Health Panorama, conducted by Instituto Cactus and AtlasIntel, which found that 40% of respondents report that likes and comments on social media significantly affect their self-esteem—a dependence on external validation especially prevalent among teens and young adults. The same study reveals that 45% of Brazilians aged 15 to 29 feel intense social media use negatively impacts their mental health, contributing to increased anxiety and depression.
Brazil currently leads Latin America in anxiety and depression cases, with the World Health Organization reporting that 5.8% of the country's population—approximately 11.7 million people—suffer from depression. Additionally, research from VTrends, Vivo’s insights hub, shows that 51% of people lose track of time while using mobile devices.
This professional campaign titled 'Toxic Relationship' was published in Brazil in April, 2025. It was created for the brand: Vivo/Telefonica, by ad agency: Africa Creative. This Digital, Film, and Integrated media campaign is related to the Electronics, Technology and Health industries and contains 10 media assets. It was submitted 7 months ago by President: Valerie Silverman Kerr of VSK Public Relations, LLC.
Credits
Title: Toxic Relationship
Agency: Africa Creative
Client: Vivo
CCO: Sergio Gordilho
CO- CCO: Mariana Sá
ECD: Rod Barbosa
Head of Design: Bruno Valença
Creative Director: Diogo Dutra e Thiago Monteiro
Creative: Carlos Schleder, Fabiano Pinel
Campaign and Digital: Julia Miranda, Mayara Sayuri, André Almeida, Bruno Ferreira, Felipe Racca, Tomaz Saavedra, Mateus Martins e Adriano Nuevo
co-COO: Heloisa Pupim
Account Management: Rafael Cardoso, Gabriela Meira e Natália Chamadouro
Media: Pedro Eustáquio, Jefferson Sales, Tatiana Araujo e Jefferson Mendes
Planning: Ana Kuroki, Anne Corbucci, Victoria Franco e Katiane Souza
Content: Patricia Colombo, Aline Botelho e Sacha Brasil
Insights – Innovation and creative research: Estevão Meneguzzo, Eduardo Berardinelli, Bea Ribeiro e Mana Black
Head of Talent: Fernando Alonso
Producer: Paola Arnelas
Agency Production: Rodrigo Ferrari, Patrícia Melito e Felipe Lopes
Film Production: Don’t Touch My Soda
Director: Felipe Mansur
Executive Production: Maira Massullo e Michelle Lutfy
Account Management: Nicoli Azevedo e Gabriela Andrade "Garça”
CPO | Landscape: Renata Munaretto
Production Coordination | Landscape: Marina Stacciarini
Creative Assistant: Mariana Coropos
Director of Photography: Diego Robaldo
Director of Art: Andrés Zarza
Object Production: Mary Mello
Director of Production: Lu Oppido
Producers: Betinho Baeta e Sara Serra
1st Direction Assistant: Renata Racy
2nd Direction Assistant: Bárbara Silveira
Location Producer: Tati Setton
Cast Production: Alice Wolfenson e Neto Avena
Costume Designer: Marina Vieira
Makeup Artist: Fabiana Mizukami “Mima”
Making of: Apenas ToniPós produção: Nash
Post-Production Coordination: Flávia Gannam
Finishing: Fábio Abreu
Color Grading: Osmar Júnior
Editing: Rodolpho Ponzio
Digital Content Production: Massai
Post-Production Coordination: Jairo Santos, Patricia Rodrigues
Post-Production Coordinator Assistant: Thais Alves
Account Management: Betânia Menardi
Finishing: Douglas Terciano
Editing: Anderson Kidd
Color: Júnior Xis e Daniel Lopes
Composer: Eduardo Nascimento
Motion: Mateus de Oliveira
Sound Production Company: Antfood Music & Sound Design
Creative Direction: Lou Schmidt, Fernando Rojo e Tiago Mago
Executive Production: Renato Castro e Christiane Rachel
Musical Production: Lou Schmidt, Fernando Rojo, Tiago Mago, Luis Bergmann, Vinicius Nunes e Lucas Baldin
Production Coordination: Monique Munhoz e Pablo Mello
Finishing : Bruno Broaska, Fabian Jorge e Pedro Macedo
Client Approval: Marina Daineze, Juliana Covino, Bianca Formiga, Caroline Sakamoto, Gabriela Leão, Suellen Ferreira.
