ifog: making things clearer
Colgate · MaxWhite One · Smile is our strength

Bring back your white smile.

Big hair, acne, cheesy fashion: old school photos date badly. A great white smile never does. With Colgate MaxWhite One, we brought back our best smiles, and nothing else.

Client
Colgate-Palmolive
Agency
VML, Paris
Role
Creative / Copywriter
Awards
Cannes Lions
Retro school portrait with big hair and a white smileRetro school portrait with a white smileRetro school portrait with glasses and a white smileRetro school portrait with big hair and a white smile
Print · Outdoor · Cannes Lions2 Bronze Lions. 6 shortlists. Colgate’s first ever.Bronze in Print & Publishing and Outdoor: the first Cannes awards for Colgate and our creative team.

Your hair dates. Your smile doesn’t.

Colgate MaxWhite One social posts
SocialBring back your white smile. And nothing else.

Smile is our strength.

Colgate: Smiles always find a way
Creative strategy · Cannes Lions 2022 SilverFrom product-obsessed to people-centred.Bigger than showing pearly whites, we showed why a smile matters today, and reinvented the oral care category.
Smiles always find a way: surgeons smilingA lifetime of smiles: an elderly eye
A woman’s smile in black and whiteA child’s smile: when people today seldom smile
For the first time, we gave real meaning and emotion to smiles
The filmFor the first time, we gave real meaning and emotion to smiles.
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