Smile On :)

After a few weeks at the lockdown, Colgate wanted to embrace optimism among people, but we knew that an ad with a piano background and some "we've been on your side since ..." would not be enough. So we invited people to become a message to others just by keep sharing smiles

But just after two weeks, everything changed. We found that there was a question that boosted smiles among us.
So, instead of doing another stock ad, we called some friends and their reactions were immortalized in the #SmileOn campaign.

VMLY&R / RED FUSE MEXICO

Creative VP: Alejandro Villanueva
Creative Direction: Francisco Coutiño, Alejandra Juárez
Copywriting: Leticia Arreola, Gerardo Gutierrez, Alfredo Basilio
Art Direction: Miriam Arguello, Miguel Hernández, Daniel Todd
Head of Production: Marucha De Sanctis