Colgate: #SmileOutLoud by WPP
- Location:
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.”
Credits
RED FUSE
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
COLGATE
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
