The campaign, signed by VMLY&R, tells the story of Maria, who has lived in Guarulhos for 41 years and helped bring water and electricity to the region.
“Smile doesn’t come from where you are. Smile comes from the soul”. With this sentence, spoken by community leader Maria Augusta, Colgate presented the documentary film that is part of the “The Power of a Smile” campaign, which has a partnership with NS Inteligencia e Inovao Social.
The piece, signed and developed by VMLY&R, tells the story of Maria, who has lived in Guarulhos for 41 years and helped bring water and electricity to the region. Since 1984, the community leader has also contributed to the distribution of milk through the neighborhood residents’ association. Currently, it serves 300 families.
One of the most powerful aspects of our profession is having the opportunity to strengthen the emotional connection between brands and people, telling stories as special as this one about Dona Augusta, said Frederico Teixeira and Denon Oliveira, creative directors of the Colgate core at VMLY&R.
In partnership with the Social Organization Turma do Bem, the campaign also promotes an oral health program and dental follow-up in communities, allowing public school students aged 11 to 17 to receive free care provided by professional dentists.
The activation that takes place in the communities Cidade-satellite I and II, Jardim Santa Rita (Guarulhos-SP), Zona Perifrica (Franca-SP), Valria and Nova Sussuarana (Salvador-BA), Complexo da Mar, Vila Vintm and Rocinha (RJ) ), Cachoeirinha and Chcara da Fumaa (POA) began with a lecture on Oral Health, accompanied by an individual assessment carried out by experts. Young people also received a Colgate Oral Hygiene kit.
Projects like this strengthen Colgate’s mission to bring smiles to all people, including those in socially vulnerable conditions, added Nelson Malta, Marketing Director at Colgate-Palmolive Brasil.
