Colgate - Yimsu
(Created during my time at Ogilvy, Bangkok)
THE WHOLE CAMPAIGN IN ONE SENTENCE : "DEMONSTRATE THE POWER OF SMILE"
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. The latest 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.
Received Silver Award in Brand Revitalisation Category in Apac Effie 2022.