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.

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One such story is the real life story of Moon Shadow or Alisa “Tri” Yoohanngoh, 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 in the past). The story provides an interesting parallel between the fight in the ring and the actual fight outside of it.

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AWARD

Cannes Lion 2024: Bronze in Film 

Cannes Lion 2024: Silver in Film Craft

D&aD 2024: Wood Penci in Casting

Clios 2024: Bronze in Film Craft

The One Show 2024: Merit in Moving Image Craft & Production

Archived in Campaign Brief 'The Work' 2024