2020/2021 Winners & Shortlists

Background

As a leader in oral care, the one thing Colgate is always associated with is healthy teeth and bright smiles. But in todays changing world Colgate needed to stand for more. It's no longer enough to be an expert. We needed to form real connections and relationships with our audiences and look beyond functionality. Our brief was to communicate the new equity campaign and make a very real connection with people. We were given the task to find the deeper meaning behind every smile in a region where women are driving conversations of change.

The Interpretation of the Challenge (30% of vote)

For the past few decades, Colgate has portrayed smiles in the same way. Through medical consultants, the recommendation of smiles has been a constant in all communication. However, research has showed us that this is a territory that has not brought anything new to Colgate’s brand meaning. So as Colgate redefined its brand through an equity campaign, we saw an opportunity to redefine its smiles. This was an opportunity for Colgate to take every smile and make a very real connection with its target audiences. A necessary change for a brand looking to redefine what it stands for.

The Insight / Breakthrough Thinking (30% of vote)

Our research and audience workshops showed us that smiles have the strength to overcome all challenges. With all the changes happening in the region, especially with the breaking of female stereotypes, from women driving to drifting, from climbing corporate ladders to scaling Everest-it was time for Colgate to break stereotypes of its own by bringing new depth to its smiles - by going beyond the manufactured smile. A smile is the most unassuming part of every Colgate campaign. It is treated as a given. Our breakthrough moment came when we realized that there smiles that have deep meaningful stories behind them. We celebrated those stories and moments, by not showing a smile.

The Creative Idea (20% of vote)

We wanted to celebrate smiles that have never been interpreted before. The smile of courage, pain, strength and hope. These are smiles that are seen even without the facial expression of a smile. Our strategy of digging deeper into the smile territory and unveiling its power, brought us to a moment that truly manifests a smile of strength – the beginning of life itself. The moment a child is born, a mother is reborn through pain and strength. But behind it is an overwhelming smile that hides in the moment. Working with a childbirth photographer, we capture that precise moment of unadulterated emotion.

The Outcome / Results (20% of vote)

With the new Smile Strong platform, we have created a change in focus – drawing attention to the smiles that are much harder to find. For Colgate this was a bold new territory. Colgate has always been a market leader. With the Smile Strong campaign we strengthened our connection with our target audience, while growing brand love and reinforcing Colgates purpose to celebrate the millions of strong smiles in the region. The campaign is timed to build up to Mother’s Day in the region, 21st March 2020, making it an ode to motherhood. By acknowledging the journey behind their smile, we celebrate their pivotal role in the circle of life.