Ogilvy Malaysia
Colgate-Palmolive Malaysia Sdn Bhd
Colgate Optic White O2
For generations, the beauty industry has profited from selling girls the idea of perfection, from makeup to skincare. A harmful effect that has caused millions of girls to feel insecure about their natural selves. At Colgate, we believe that a girl looks and feels her most beautiful when she doesn’t hold back her natural smile. So, how could we tell this to a generation of girls that are so used to hiding behind filters and makeup?
We turned makeup and beauty products from a tool that’s fueled generations of insecurities into a weapon to fight against it.By launching The Smile Collection - an entirely new beauty collection by Colgate that looks, feels and is even advertised as one.But hidden inside was not a beauty product. It was a reminder that the only makeup a girl needs is a beautiful, radiant smile. The product was launched nationwide and even made its way into KL Fashion Week where we collaborated to create a first-of-its-kind platform to give girls who felt less than beautiful the courage to walk the biggest fashion stage in Malaysia.
Creative Agency: Ogilvy Malaysia
Chief Creative Officer: Adrian Miller
Executive Creative Director: Jaz Lee
Planning Director: Sarthak Ranka
Art Director: Pang Foong Mei, Liew Jing Han, Amy Chan
Account Director: Sumana Ratilal
Account Manager: Ashley Ooi
Production House: Directors Think Tank
