Dove | Change the Compliment
Recognized (so far) by Cannes, One Show, Effies, Clios, Clios Health, ADC, CampaignBIG Awards, Marketing and Garety Awards.
By choosing to compliment girls’ appearance more often than anything else, society is telling girls that their appearance is the most important thing about them. This campaign’s mission is to change that. It includes video, OOH, online learning materials, social, influencer, Capcut, activations and more – and just launched on International Day of the Girl in 25+ countries.
The campaign has already been covered by Vogue, Cosmo, Elle, AdWeek, The Financial Post, Today’s Parent, Campaign, Strategy, The Drum, LBB and many others. This campaign has received the highest effectiveness score possible from System1.
AFC Toronto changed the names on their game jerseys to their favourite attribute. Why just call girls beautiful when you can call them confident, resilient, talented and so much more?
(Dove produced this next asset in-house. So thanks to whoever shot it.)
People can create their own Capcut video to share on social media here.
Credits
Client: Unilever Global / Agency: Zulu Alpha Kilo NY & Toronto / CCO & Partner: Tim Gordon / CCO: Brian Murray / CD/AD: Nikki Garrett, Jacob Gawrysiak, Ana Segurajauregui / CD/Copy: Jeff Tyser, Addie Gillespie / Copywriter: Dylan Thompson / AD: Carlos Veras / Strategy: Emily Garvey, Jordan Alperin / MD: Meghan Mullen, Robyn Morrissey / Accounts: Alexa Macdonald, Hayley Blackmore / Director of Integrated Production: Ola Stodulski / Exec. Producer: Tammy Lecker / Senior Producer: Teresa Bayley