Agency: WPP
Client: Colgate
Date: May 2022
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Colgate has launched a campaign in Hong Kong to challenge traditional and unrealistic beauty standards.

The campaign, called “#SmileOutLoud” and created by Red Fuse, uses Thai/African influencer Suzie Waddee and real-sized beauty queen Ann-Scott Kemmis, to debunk the idea of the so-called “perfect” teeth.

Instead, both are shown unapologetically displaying their biggest and brightest smiles.

Colgate hopes this campaign will increase diversity and inclusion across the region through the building of positive reinforcement about otherwise unspoken or taboo subjects.

“This is the first time an oral care brand has addressed the beauty issue head on with a campaign that inspires a deeper level of self-confidence,” said Lyndon Morant, marketing director, integrated marketing communications at Colgate.

“For us, oral beauty is not defined by perfection but rather the unapologetic way in which you smile with whatever type of teeth you have and with stories of people who live this belief every day. There’s nothing more liberating than unleashing your true self with your loudest, most unguarded smile.”



Caroline Slocombe - Regional Managing Director, APAC

Daniel Cullen - Regional Client Service Director, APAC

Kenny Choo - Regional Executive Creative Director, APAC

Agnes Chow - Regional Creative Director, APAC

Virginia Tse - Regional Head of Production, APAC

Ellen Soh - Regional Senior Account Director, APAC

Clara Roxas - Regional Senior Copywriter, APAC

Kusuma Arunanondchai - Regional Art Director, APAC

Alec Cheung - Regional Producer, APAC

Jim Fong - Regional Creative Director, APAC

Shreya Jhamtani - Regional Senior Account Executive, APAC

Jessa Bartolabac - Regional Associate Strategy Director, APAC

Orlando Hooper-greenhill - Regional Interim Head of Strategy, APAC

Xea Kho - Regional Comms Planning Director, APAC

Robert Sue - Regional Media Lead, APAC

Sandy Tan - Regional Chief Digital and Data Officer

Stephen Dwyer - Regional Digital and Audience Director


Yves Briantias - Vice President Marketing, APAC

Lyndon Morant - Marketing Director IMC

Tiffany OuYang - Design Director, APAC

Supriya Chavan - Marketing Manager

Nica Marquez - Marketing Manager CIC

Jongsuk Yi - Senior Content Strategist

Alex Rocher West - Marketing Manager

Shourav Sen - Director of Insights

Farheen Romani - Head of Insights - Innovation and Brand Experience Planning

Tiffany Tse - Marketing Executive

Jet Qiu - Senior Brand Design Manager