Colgate - Smile Out Loud

(Created during my time at Ogilvy, Bangkok)

 

THE WHOLE CAMPAIGN IN ONE SENTENCE :
"SPIN IMPERFECT TEETH INTO PERFECTLY BEAUTIFUL SMILE"

 

 

Colgate O2 is the product that can make any smile shine. However, many Thais with imperfect teeth are too afraid to smile as they are often teased about their teeth growing up.

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To encourage people to just smile anyhow as a heartfelt smile can make all kind of teeth shine, we put a spin on the typical insults --- turning them into unique compliments.

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We then recruited the anomalies among people who tend to have the most perfect teeth --- the TikTok influencers (who are often pressured to fix their teeth since it's one of the most prominent fe when they vlog).  Their real teeth and smiles are captured and turned into digital billboards around Bangkok as well as TikTok ads targeting self-conscious younger audiences.