The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Print

Smile always find a way

Agency VMLY&R / Paris + Red Fuse / Paris

Client Colgate Palmolive


Craft / Photography

Annual ID


About the Work

Since the COVID19 pandemic, facemasks became part of our everyday lives. All of a sudden, we got used to living with our smiles behind a piece of cloth. But you don’t need to see a smile to feel it. A smile is more than a facial expression, it’s a way of standing up and dealing with the adversities of life. In the Colgate “Smiles always find a way”, Colgate is showing how smiles have the power to get us through everything. This campaign is the story of the fundamental resilience of mankind, symbolized by the smile. Because Colgate believes that our smile is our strengh.

2022 Awards

Total Points: 3




VMLY&R / Paris
Red Fuse / Paris


David Dominguez

Chief Creative Officer

Dimitri Guerassimov

Creative Director

Ricardo Dolla
Vitor Menezes


Mathieu Membré


Barbara Saforova

Global Chief Creative Officer

Fred Saldanha

Managing Director

Peter Harrison


Julien Paris

Business Director

Bruno Toporovschi

Head of strategy

Elizabeth Foord

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