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