With the idea of reinforcing commitment to oral health, action tells real stories
Signed by VML, Colgate’s new campaign has the motto “Smile Stories”. The narrative seeks to reinforce the transformative power of smiles and oral health in people’s lives, remembering that everyone deserves a future with reasons to smile.
The new campaign seeks to humanize and give visibility to the importance of a healthy smile in the format of mini documentaries, which tell real stories of three people whose lives were transformed by oral health, highlighting the positive impact of a healthy smile.
Among the characters is digital influencer Reis Rodrigues, who reported how her insecurity with her smile represented a barrier in her life, and how the NGO Turma do Bem project, supported by Colgate, gave her confidence. Also supported by the NGO, the third video of the campaign features Leandro, who says he spent sleepless nights due to toothaches. He recalls how his family’s lack of resources prevented them from purchasing basic oral hygiene items.
The second mini documentary features Dr. Francisco Simões (CRO-BA 2842), responsible for the oral health of patients at the Support Group for Children with Cancer in Bahia (GACC), another project that receives support from Colgate.
The brand supports projects that aim to transform the smiles of children and adolescents in Brazil, investing in initiatives to promote oral health, such as the proprietary Healthy Sorriso, Brilliant Future program, which impacted 20 million children.
“Colgate believes in the transformative power of a smile. With this campaign, we want to reinforce the impact that a healthy smile can have on people’s lives, while at the same time reiterating our long-term commitment to the oral health of millions of Brazilians,” comments Adriana Anido, vice president of marketing at Colgate Brasil.
“We wanted to tell real stories that truly connect people with the impact of oral care. Showing how a smile can transform lives allowed us to create a campaign that not only informs, but also moves and inspires. Every real story we bring to this campaign reflects the power of transformation that Colgate has promoted over the years,” say Frederico Teixeira and Denon Oliveira, creative directors at VML.
