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Change The Compliment - Dove
Dove

Shortlist

Title:	Change The Compliment
Brand:	Dove
Product/Service:	Dove
Client:	Dove/Unilever
Entrant Company:	Zulu Alpha Kilo
Agency:	Zulu Alpha Kilo
Production Company:	Object & Animal, Animals
Editing Company:	The End
Sound Company:	Sonic Union
Creative Director:	Jacob Gawrysiak, Ana Segurajauregui, Nikki Garrett, Jeff Tyser, Addie Gillespie
Release Date:	2025-10-08
Duration:	00:50
Individual Credits:	Agency: Zulu Alpha Kilo NY & Toronto
Individual Credits:	CCO & Partner: Tim Gordon
Individual Credits:	Creative Director/Art Director: Nikki Garrett
Individual Credits:	Creative Director/Art Director: Jacob Gawrysiak
Individual Credits:	Creative Director/Art Director: Ana Segurajauregui
Individual Credits:	Creative Director/Copywriter: Jeff Tyser
Individual Credits:	Creative Director/Copywriter: Addie Gillespie
Individual Credits:	Copywriter: Dylan Thompson
Individual Credits:	Art Director: Carlos Veras
Individual Credits:	Head of Strategy: Emily Garvey
Individual Credits:	Sr. Strategist: Jordan Alperin
Individual Credits:	Managing Director: Meghan Mullen
Individual Credits:	Managing Director, Operations: Robyn Morrissey
Individual Credits:	Group Account Director: Alexa Macdonald
Individual Credits:	Account Director: Hayley Blackmore
Individual Credits:	Director of Integrated Production: Ola Stodulska
Individual Credits:	Exec. Producer: Tammy Lecker
Individual Credits:	Senior Producer: Teresa Bayley
Individual Credits:	Lead Interactive Artist: Andrew Martin
Individual Credits:	Studio Artist: Stephanie Kelly
Notes for Judging:	Girls aren't born believing their looks define their worth; they're taught it. From an early age, the comments girls receive focus disproportionately on their appearance.  Launched on International Day of the Girl, #ChangeTheCompliment became a global movement to celebrate girls for all their qualities, not just how they look. By challenging the way we compliment girls, we reframed everyday language as a powerful tool for cultural change.  Spanning 24 global markets with 133 pieces of content, the integrated campaign lived across film, social, UGC activations, large-scale OOH, influencer partnerships and more. The hero film, composed of found footage and moments with real girls, ran on television and in cinemas.    Large-scale OOH showed girls alongside the bold statement, “Don’t just call me beautiful.”   In Germany and Canada, Dove’s Body Confidence Sport program featured #ChangeTheCompliment in its programming with local teams, including AFC Toronto. Building on the message “Don’t just call me beautiful”, players replaced their names on the back of their jerseys with confidence-boosting adjectives they’d prefer to be called, such as bold, fearless, courageous and talented.  Global participation was sparked through custom CapCut, TikTok and Instagram templates, and 200+ influencer-led extensions.  We also took our message to schools in 32 countries, speaking directly to thousands of children about #ChangeTheCompliment in our Dove self-esteem seminars.
Additional Credits:	Agency: Zulu Alpha Kilo NY & Toronto CCO & Partner: Tim Gordon CCO: Brian Murray Creative Director/Art Director: Nikki Garrett Creative Director/Art Director: Jacob Gawrysiak Creative Director/Art Director: Ana Segurajauregui Creative Director/Copywriter: Jeff Tyser Creative Director/Copywriter: Addie Gillespie Copywriter: Dylan Thompson Art Director: Carlos Veras Head of Strategy: Emily Garvey Sr. Strategist: Jordan Alperin Managing Director: Meghan Mullen Managing Director, Operations: Robyn Morrissey Group Account Director: Alexa Macdonald Account Director: Hayley Blackmore Client, Chief Growth Officer, Dove Personal Care North America and Dove Masterbrand: Marcela Melero Client, Dove Global Brand Director Masterbrand & Strategy: Pau Bartoli Client, Brand and Product Marketing Manager, Dove: Sol Molina Client, Global Dove Partnership Brand Manager, Dove: Xander Smit Client, Global Assistant Brand Manager, Dove: Meg Morrison Director of Integrated Production: Ola Stodulska Exec. Producer: Tammy Lecker Senior Producer: Teresa Bayley Lead Interactive Artist: Andrew Martin Studio Artist: Stephanie Kelly Production Company: Object & Animal Director: Haya Waseem Executive Producer/Partner: Emi Stewart Head of Production: Lauren Skillen Director of Photography: Chris Lew, CSC Production Company: Animals Executive Producer: Miriana DiQuinzio Executive Producer: Chris Hutsul Production Manager: Liam Benstead Line Producer: Dan Montgomery Editorial Company: Cosmo Street EP: Luiza Naritomi Senior Producer: Amanda Slamin Editor: Marlo Caine Assistant & Social Editor: Moss Levenson Post Production: The End EP: Diana Dayrit Artists: Jon Nagel & John Erdman Color: Company 3 Color: Kath Raisch & Yoomin Lee Producer: Jake Rioux Music: MassiveMusic Composer: Adina Nelu Music Supervision: Alex Menck Executive Creative Director: Justin "Commie" McCullen Sr. Producer: Dale Mason Sound Design and Mix: Sonic Union Sound Designer & Mixer: Steve Rosen & Kelly Oostman Executive Producer: Justine Cortale Casting: MiLO Casting Casting Director: Stephen Milo Lead Researcher: Taijah Hinds Rowe Found Footage: Lost Loved Founder/Partner: Jamie Sewell Researcher Team: Laura Weatherburn & Dave Lupto Research Admin & Support: Jessica Verner Stills Photography: Saty + Pratha Photographers: Saty Navmar + Pratha Samyrajah Wardrobe Stylist: Shea Hurley Hair & Makeup Artist: Sheri Stroh Business Affairs: Hailstorm Nikki Balekjian and Savannah Horner