Colgate - "What Powers Your Smile"

WPP

WPP Selangor, Malaysia

5071

Brand: Colgate
Country: Malaysia

Advertiser: Colgate-Palmolive Company

Title	What Powers Your Smile
Agency	WPP
Campaign	What Powers Your Smile
Advertiser	Colgate-Palmolive Company
Brand	Colgate
Date of First Broadcast/Publication	2022 / 10
Business Sector	Toothpaste
Philosophy	Red Fuse, WPP’s integrated global team dedicated to serving Colgate-Palmolive, has launched a new brand film for Colgate’s Smile Strong campaign that highlights the power of smile in the face of adversity. The film, which will run on cinema and digital from November to December tells the story of a bright young man Airliftz, who despite relentless hardships throughout his life due to facial deformities since birth, continues to smile strong. The cinematic direction of the film takes the viewer on a journey through Airliftz’s life from childhood, giving a very real insight into what he has faced throughout his life. 90 percent of the film is shot from the back, retracing significant and often heartbreaking moments in his life, until he walks from the dressing room to the stage where he is greeted by thousands of excited fans. The contrasting stories demonstrates how his willpower and determination has broken through societal biases, which ultimately led him to share his passion with the world. Airliftz’s poignant story was chosen to inspire and remind Malaysians that with perseverance, and a positive attitude, we can all achieve great things that can change your life forever.
Media Type	Digital
Length	98 seconds
Soundtrack	We Are Stronger When We Smile by Airliftz
Advertising Manager	Yves Briantais
Advertising Manager	Lyndon Morant
Advertising Manager	Edith Marquez-Reyes
Advertising Manager	See Mei Sin
Advertising Manager	Krisha Dy
Advertising Manager	Lee Wei Shiarn
Chief Executive Officer (CEO)	Nizwani Shahar
Chief Creative Officer	Adrian Miller
Associate Creative Director	Shariar Ghafar
Creative Group Head	Abiseshana Mohan
Art Director	Foong Mei Pang
Account Director	Sumana Ratilal
Agency Producer	Loo Seng Tuck
Art Buyer	Mandy Lee
Executive Director	Daniel Cullen
Regional Executive Creative Director	Kenny Choo
Regional Account Manager	Shreya Jhamtani
Executive Producer	Sabrina Wong
Director	Ismail Kamarul
Post Production	APV
Sound	TwoAm Music Global
Music Publishing	Hassan Choudhury
Music A&R and Marketing Executive	Ting Jia Lee
Performer	Airliftz
Music Executive Producer	Eu Jin Tang
Music Producer	Tatsuro Miller