Colgate and VMLY&R Brasil are spreading smiles in nine poor communities in four cities in Brazil. The project is transforming homes into smiley faces as part of Colgate’s global campaign, The Power of a Smile, which says that a smile can bring optimism and happiness to those around you.
“Few brands manage to have a logo that represents their mission as well as Colgate does and that is what we explored in this action: the smiles that Colgate gives people,” comment Frederico Teixeira and Denon Oliveira, creative directors of the Colgate team at VMLY&R.
The VMLY&R activation was created through a partnership with the NGO Outdoor Social, housing in the neighbourhoods of Cidade-Satélite I and II (Guarulhos, SP), Jardim Santa Rita (Guarulhos, SP), Zona Periférica (Franca, SP), Valéria (Salvador, BA), Nova Sussuarana (Salvador, BA), Complexo da Maré (Rio de Janeiro, RJ), Vila Vintém (Rio de Janeiro, RJ), and Rocinha (Rio de Janeiro, RJ). Residents and merchants who lent their facades for the activation and will be paid for the leased spaces.
The effort also supports Colgate’s partnership with the NGO, Turma do Bem, whose mission is create a positive attitude towards dental health and which brings oral health to poor communities.
Children and adolescents aged between 11 and 17 who are students in public schools will receive 100% free care provided by professional dentists. Colgate’s activation will begin with a talk on Oral Health, followed by an individual check-up carried out by experts and a Colgate Oral Hygiene Kit.
“O Poder do Sorriso is one of those projects that change people’s lives. The treatment of children and adolescents who have oral health problems will not only be specific. Those selected will receive a referral after the action to start a full dental treatment until they turn 18,” stated Nelson Malta, marketing director at Colgate-Palmolive in Brazil. “The expectation is that almost a 1,000 children and adolescents will be seen by our dentists, and at least 20% of them will continue their treatment until they reach adulthood.:
“Few brands manage to have a logo that represents their mission as well as Colgate does and that is what we explored in this action: the smiles that Colgate gives people”, comment Frederico Teixeira and Denon Oliveira, creative directors of the Colgate crew at VMLY&R.
Credits:
Client: Colgate
Client Team: Nelson Malta, Flavia Liberman, Franco Perrone, Vanessa Castro, Thais Zago, Luciana Abe, Fernando Santos
Agency: VMLY&R Brasil
Chief Creative Officers: Rafael Pitanguy, Fred Saldanha
Managing Director of Colgate Operations: Emma Goethals
Executive Creative Directors: Marcos Ribeiro, Roberto Rogoski, Sleyman Khodor
Creative Directors: Denon Oliveira, Frederico Teixeira
Copywriters: Felipe Choi, Bruno Aníbal
Art Directors: Luiz Ramon Evangelista, Caio Zucchi
Social Writer: Ricardo Sartorelli
Social Art Director: Bruna Marques
Manager of Colgate Operations: Emma Goethals
Account Service: Mariana Nadler, Ianara Petruci, Julia Bernardes, Karine Sobral
Planning: Andreia Tavares, Aline Prates, Maysa De Paula, Nathalia Campero, Sofia Clozel
Media: Luis Padilha, Felipe Dourado, Brenda Silva, Thaiz Thiodoro
PR: Paula Ganem, Gabriel Grunewald, Ana Carolina Cesario, Bruno Veloso, Gabriella Ferreira Leite E Paloma Vega
Production: VMLY&R
Production Director: Viviane De Castro
Film Production: Bravo
Director: J.Brivilati
Executive Producer: Bia Basilio
Producers: Nubra Gsanches & Marcos Aquino
Production Direction: Marcos Aquino
Casting Researcher & Producer: Juliana Hirschmann
Audio Producer: Mugshot
Musical Production: Arthur Abrami, Bruno Zibordi, Chico Reginato And Maurício Herszkowicz
Sound Design & Mix: Henrique Oliveira & Leandro Rodrigo
Account Service: Guto Figueiredo & Maite Magoga
Executive Producer Sound: Gilvana Viana
Sound Coordination: Jaque De Paula & Giuliana Tavares
