ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Photography

Smiles Always Find a Way

Agency VMLY&R / Red Fuse / Paris

Client Colgate-Palmolive



Annual ID


About the Work

To show those touching and infinitely subtle human stories, the photographer had to blend in, to become an emotional sponge and feel intensely the emotions of the protagonists he was photographing. He had to become invisible, so he can witness and immortalize genuine behaviors of people. In the purest style of photojournalism, the photography is bringing to the viewer all the true emotions of the situations. This campaign is a very rare moment of grace and true humanity that we need to savor and respect.

2022 Awards

Total Points: 3

Merit Honor



VMLY&R / Red Fuse / Paris

Art Director

Melanie Forster


David Dominguez

Chief Creative Officer

Dimitri Guerassimov
Fred Saldanha

Creative Director

Ricardo Dolla
Vitor Menezes

Executive Producer

Barbara Safarova


Mathieu Membré

Account Director

Sindy Ng

Managing Director

Pater Harrison


Julien Paris

Business Director

Bruno Toporovschi

Head of Strategy

Elizabeth Foord

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