2026 Winner

For generations, praise aimed at girls has centred on appearance, so #ChangeTheCompliment set out to shift that narrative. Launched on International Day of the Girl, Dove reframed everyday language as a tool for building confidence, encouraging parents and role models to recognize qualities beyond looks. The campaign spanned 24 countries, using a mix of film, OOH, social and influencer content to spark global conversation. The hero film combined real and found footage, while interactive tools on TikTok and Instagram invited people to rethink how they speak to young girls. The message extended into communities through school programs and partnerships, including activations with youth sports teams. The scale and resonance were significant, generating more than 1B impressions, 350 pieces of earned media and 94% positive sentiment – reinforcing Dove’s long-standing commitment to self-esteem and confidence building.

Credits

Agency: Zulu Alpha Kilo
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
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