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Colgate - Yimsu

(Created during my time at Ogilvy, Bangkok)





Yimsu (Thai for "the fighting smile") is the Thai version of Colgate's global brand communication platform idea "Smile Strong". Being the kingdom of smile, Thai people always use smile as a form of communication, creating various type of smiles. When a Thai faces a difficult situation that he/she doesn't know what else to do, it is also natural for him/her to smile through it, which is commonly known to Thai people as the fighting smile or Yimsu.

To communicate how the power of Yimsu can help to power anyone towards a brighter future, our team at Ogilvy Thailand has been creating a series of Yimsu films to tell the real story of people who have Yimsu their way through their own difficulties.


Received Silver Award in Brand Revitalisation Category in Apac Effie 2022.

The 2023 story features Moon Shadow, a single mom boxer who Yimsu her way back to the ring to fight to give her daughter a better life despite naysayers (as no other Thai female boxer ever return to the ring after giving birth). Coincidentally, Moon Shadow really proved the naysayers wrong for real outside of the Yimsu commercial as she made it to the final round of RWS - Rajadamnern World Series 2023.

The 2022 story features Suer, an award-winning dance instructor with down syndrome who always face the prejudice and struggles his condition has brought with a smile.

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