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.
Category
Craft / Photography
Annual ID
OS22_PT063M
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
Merit
Credits
Agency
VMLY&R / Paris
Red Fuse / Paris
Art Director
Melanie Forster
Vitor Menezes
Copywriter
David Dominguez
Chief Creative Officer
Dimitri Guerassimov
Creative Director
Ricardo Dolla
Vitor Menezes
Photographer
Mathieu Membré
Producer
Barbara Saforova
Global Chief Creative Officer
Fred Saldanha
Managing Director
Peter Harrison
Retoucher
Julien Paris
Business Director
Bruno Toporovschi
Head of strategy
Elizabeth Foord
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