Client: Dove, Unilever

Agency: Zulu Alpha Kilo, New York and Toronto

Director: Haya Waseem

Production Company: Object and Animal

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What the campaign was about

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Launching on International Day of the Girl, Change the Compliment asks people to rethink how they compliment young girls. Blending filmed material with user-generated footage from real families, the campaign ran across 25 countries spanning television, cinema, social, out-of-home and influencer.

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What Lost Loved researched and cleared

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Lost Loved was brought in to find the UGC that forms much of the film. The brief was to find real girls in real moments - footage that felt genuinely uncontrived rather than something that looked like an advert. We cleared the sourced UGC for use across the television and cinema campaign.

Why it mattered

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The footage running through the film was never staged or restaged: every moment came from real families, which meant the authenticity the campaign depended on could carry through untouched from source to final cut, across all 25 markets and every channel the work ran in.

Awards & Recognition

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Clio Awards 2026

Silver - Partnerships & Collaborations

Silver - Public Relations

Silver - Social Media

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The One Show 2026

Silver Pencil - Digital & Online

Merit - Creator-Led Content Series

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System1 named the campaign the highest-scoring Personal Care & Beauty advert in its database, awarding it 5.9 out of 5.9 and naming it one of its Top 10 breakthrough adverts of 2025.

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