Colgate & Oglivy Create the #FreeYourSmile campaign
References: media-outreach & designtaxi
Colgate celebrates World Smile Day this year, which landed on October 6th with a new #FreeYourSmile campaign co-created and delivered on by TeamWPP@CP. The oral care brand aims to create more confidence and reduce insecurities around people's smiles. The #FreeYourSmile campaign sees people with real teeth with braces, asymmetrical smiles, and gaps throughout its branding.
Smiling has proved to be beneficial to overall health and a recent study by Smile Study is what fueled the latest campaign. It found that 94% of respondents desired to smile more freely -- this was data collected from countries including Thailand, India, Singapore, Australia, Hong Kong, Taiwan, Malaysia, and the Philippines. As a part of the campaign, the brand unveiled a Smile Generator, which is an AI tool where people can personalize their smiles and share them online.
Image Credit: Colgate Palmolive Company
Smiling has proved to be beneficial to overall health and a recent study by Smile Study is what fueled the latest campaign. It found that 94% of respondents desired to smile more freely -- this was data collected from countries including Thailand, India, Singapore, Australia, Hong Kong, Taiwan, Malaysia, and the Philippines. As a part of the campaign, the brand unveiled a Smile Generator, which is an AI tool where people can personalize their smiles and share them online.
Image Credit: Colgate Palmolive Company
Trend Themes
1. Personalized Smile Campaigns - Colgate's #FreeYourSmile campaign introduces a Smile Generator AI tool for people to personalize their smiles and share them online.
2. Promoting Confidence and Reducing Insecurities - Colgate's #FreeYourSmile campaign aims to create more confidence and reduce insecurities around people's smiles.
3. Embracing Imperfections - Colgate's #FreeYourSmile campaign features people with real teeth with braces, asymmetrical smiles, and gaps to promote embracing imperfections.
Industry Implications
1. Oral Care - Colgate's #FreeYourSmile campaign focuses on promoting confidence and personalized smiles in the oral care industry.
2. Advertising - The #FreeYourSmile campaign created by Ogilvy Singapore showcases an innovative approach to advertising and brand image.
3. AI Development - The Smile Generator AI tool developed for Colgate's #FreeYourSmile campaign highlights advancements in AI development for personalization and sharing.
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