Finalist
Creativity In PR
Brand PR
| Entrant: | Ogilvy Malaysia, Kuala Lumpur |
| Brand: | Colgate |
| Title: | "A Million Logos" |
| Corporate Name of Client: | Colgate-Palmolive |
| Chief Marketing Officer: | Yves Briantais |
| Client Marketing Director: | Lyndon Morant |
| Client Company Marketing Manager: | Fernando Gomez |
| Media Company: | Wavemaker |
| Media Company Head of Media APAC: | Jenny Pham |
| Media Strategist: | Rylie Huang |
| Media Strategy Director: | James Wong |
| PR Company: | Ogilvy PR |
| PR Company Managing Director: | Q Akashah |
| PR Company Account Manager: | Vanessa Yeo |
| PR Company Business Director: | Anggie Aprillia |
| PR Companies Communications Director(s): | Izza Zainuddin/Ada Tong |
| Agency: | Ogilvy Malaysia, Kuala Lumpur/Ogilvy Singapore, Singapore |
| Chief Creative Officers: | Fred Saldanha, Reed Collins, Nicolas Courant, Adrian Miller |
| Executive Creative Directors: | Kenny Choo/Nikhil Panjwani |
| Creative Director: | Dunstan Lee |
| Associate Creative Directors: | Tiago Silva/Hugo Suissas/Amaline Lim |
| Art Director: | Eva Chin |
| Agency Chief Client Officer APAC: | Giri Jadhav |
| Agency Executive Director: | Daniel Cullen |
| Agency Strategic Planner: | Laura Wang |
| Agency Strategy Director: | Orlando Hooper |
| Agency Business Director: | Kunal Rasania |
| Agency Account Manager: | Erica Lim |
| Illustrator: | Ian Hai En |
| Digital Company Senior Creative Technologist: | Peter Iafare |
| Digital Company VP of Operations: | Jenny Cho |
Description:
So we got Suzie Wadee – an influencer with imperfect teeth – as the new face of our brand. To lead the change in the industry.
But Suzie got smile shamed online. She isn’t alone. 94% of people in Asia-Pacific feel they can’t smile freely, with 2 in 5 having experienced smile shame.
They feel bad about how their teeth look, mainly due to the influence of social media, and comments from people.
The best way to fight smile shame, is to keep on smiling. So we adapted our logo – which features a smile – to celebrate every individual’s unique smiles. Our fightback campaign launched on an occasion that has never been owned by a brand – World Smile Day.
We got the news talking about the issue of smile shame. Influencers then shared their personal smile shame stories, to encourage others to share theirs. We also celebrated unique smiles on outdoor and online ads, while inviting everyone to join the movement – simply by using our Smile Generator AI tool to create a personalised Colgate Smile they could proudly share.
Colgate even created toothpaste packs featuring personalised logos for those who had been smile shamed. Within Colgate, we initiated an employee engagement program on LinkedIn for employees who felt smile shame, and published their personal smile stories on LinkedIn.