Colgate and smiles are unmistakably connected. The global campaign was based on that and the message was presented in various ways. That allowed the pieces to picture different aspects of smiles like, the affection and the optimism.
thank you for smiling
With a smart digital media placement we celebrated the fact that Colgate Smiles are everywhere. Even on other brand’s ads. They use it because everyone knows a Colgate Smile. We thanked them because every shared smile makes the world a better place.
REAL PEOPLE, REAL SMILES, REAL IMPACT
We searched throughout Latim America for icons in their communities, real people that believed their endless optimism could make the difference, who inspire others with their actions. By telling their stories we embodied the power of smiling. We also invited people share their own stories, creating a chain of positivity triggered by Colgate.
In an effort that truly shows the power of a smile, we also developed an emotional piece,
that put the smile in the center of of human connections.
More than 20 countries, from Mexico to Argentina watched stories of sheer optimism
and were reminded that a smile can still make all the diference in the world.
