A Million Logos
WORLD SMILE DAY
Colgate believes every smile is beautiful, and that there’s no perfect smile. But truth is, 94% of people in Asia-Pacific feel they can’t smile freely — with 2 in 5 experience smile shame. As a leading oral care brand we wanted to make a stand.
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The best way to fight smile shame, is to keep on smiling. We adopted our iconic smile logo to celebrate gap teeth, buck teeth, ‘fangs’, misaligned teeth, and every other smile. This was made possible by an A.I. powered Colgate Smile generator, which was trained with over 15,000 orthodontic photos. We took over news, social media and billboards with everyone’s smiles. And even created personalised toothpaste packs.
AWARDS
Colgate Palmolive "A Million Logos"
LIA – 1x GOLD, 1x FINALIST
∞ GOLD for Direct & Integrated ∞
∞ SILVER for Creativity in PR, Brand PR ∞
D&AD – 2x WOOD PENCIL, 3x SHORTLIST
∞ WOOD PENCIL for Direct & Digital & Social ∞
CANNES LIONS – 4x SHORTLIST
∞ SHORTLIST for Activation, Brand experience, Social Influencer, Health ∞
CLIO AWARDS – 1x BRONZE, 1x SHORTLIST
∞ BRONZE for Direct ∞
THE ONE SHOW – 3x MERITS
∞ MERITS for Use of AI/Visuals, Integrated & PR ∞
SPIKES ASIA – 1x SILVER, 2x BRONZE, 6x SHORTLIST
∞ SILVER for Design ∞
∞ BRONZE for PR, Brand Experience & Activation ∞
PR AWARDS ASIA – 1x GOLD
∞ GOLD for Cause-Related - Diversity & Inclusion ∞
GLOBAL INFLUENCER MARKETING AWARDS – 1x GOLD
∞ GOLD for Best Influencer Commerce Campaign or Strategy ∞
/ Credits /
Executive Creative Director
Kenny Choo, Nikhil Panjwani
Creative Director
Dunstan Lee
Associate Creative Director
Tiago Silva, Hugo Suissas, Amaline Lim
Freelance Associate Creative Director
Eva Chin
Illustrator
Ian Han En
Digital Artist
Kent Tang