Colgate
#smilefirst
2023 - 2024
🗓️
We've all experienced tense moments, unavoidable parts of life. In those moments, a smile can make all the difference. Colgate's OBIE award winning "The Courage to #SmileFirst" OOH campaign launched in 2003 using the iconic Colgate smile logo to visually show the way a smile can cross the distance and connect people. We were asked to adapt this campaign across key formats for key moments throughout the year.
The original OOH:
To add more specificity and visual interest, we adapted the format by adding in simple illustrations. They show only the relevant pieces of the connection, visual interest for motion placements while leaving room for the emotion of the original concept.
Each key moment got a full suite of digital assets, from static banners to animated youtube bumpers and digital out-of-home. For our first round, we focused on sports (soccer and golf) and travel:
And back-to-school got its own moment:
Of course, you can't forget holiday season. For this larger moment, we also included a few social videos in addition to our previous deliverables and something extra special: taking over Times Square with animated billboards, taxi-tops, and other digital out of home placements.
Then for our non-NYC followers, a themed holiday giveaway on socials, including custom holiday socks tying in to one of our lines
