Colgate: Sign Language Tales by VMLY&R

Agency: VMLY&R
Client: Colgate
Date: May 2019
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For kids, brushing their teeth is boring. They don't want to do it. It's a struggle for parents, but they can call upon tricks, such as playing videos for the recommended brushing time (two minutes). However, through research, Colgate discovered a lack of inclusive and innovative content for hearing impaired children.

This insight led to the creation of Sign Language Tales, a collection of stories lasting two minutes, to make teeth brushing enjoyable for hearing impaired children. To ensure the stories resonated with children, renowned children's books author, Claire Freedman, wrote the stories, which were then developed into cartoons. The characters in the stories talk through sign language and to make communication seamless the graphic artists behind the character animations were also hearing impaired.

Colgate have created content to give the deaf community ownership and pride, and now with these stories, all children can have fun brushing their teeth.


Art Director - Jeanne Chèze

Head of Art - Vitor Menezes

Creative Director - Ricardo Dolla

Creative Director - Vitor Menezes

Executive Creative Director - Manir Fadel

Creative Chairman - Shen Guan Tan

Client Services Director - Peter Harrison

Group Account / Digital Director - Haley Rubin

Account Executive - Maud Bellet

Chief of Staff - Candice Gee

Senior Producer - Barbara Safarova

Digital Production Company - Sign Time GmbH

Illustrator - Paulo Torinno

Director - Jana Surzinova

Director of Photography - Nick Kollar

Production Company - Film Service

Post Production - Ray Post Production Paris

Executive Producer - James Bargent

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