Colgate Champions Positivity in Malaysia Through #SMILESTRONGBERSAMA Campaign

    By Katerin Pantaleon - Oct 27, 2020
    Colgate Champions Positivity in Malaysia Through #SMILESTRONGBERSAMA Campaign

    Colgate, alongside creative agency Ogilvy Malaysia, has launched a new brand campaign entitled #SMILESTRONGBERSAMA (Bersama = Together), championing positive change within the community during uncertain times.

    “When faced with uncertainty and negativity, everyone has a choice,” said Amanda Klemm, Marketing Director of Malaysia, Singapore, Brunei and Indonesia.

    “A choice to back down to fear or helplessness OR to choose to let your positivity shine through. One of the ultimate expressions of optimism is a smile. The power in a smile can change the trajectory of someone’s day, it can elevate the mood of a room, it can create uplifting energy. We want to celebrate those who choose to smile in the face of corrosive pessimism and champion #SMILESTRONGBERSAMA to make our world better.”


    The nation has already seen significant damage — many people have had their livelihoods destroyed.

    And, although Malaysia did fare well in flattening the curve initially, the nation is now seeing a second wave fueling an overall feeling of uncertainty.


    The campaign was created by Ogilvy Malaysia, in partnership with Red Fuse – WPP’s integrated global team dedicated to its client Colgate-Palmolive.

    “The harsh reality of the unforeseeable future has left Malaysians anxious and lost,” said Nizwani Shahar, Ogilvy Malaysia Chief Executive.

    “But some people have smiles that are strong enough to inspire the community. Creators, doers, and game-changers who lead with optimism and harness the power of a smile to promote change. We want to tell their stories to the Malaysian people and invite them to join our efforts and #SMILESTRONGBERSAMA and spread positivity throughout our communities. We will get through these hard times together and come out stronger.”

    Those leading the #SMILESTRONGBERSAMA campaign include Juliana Adam the CEO of Biji-Biji Initiative, Jazz Tan Yee Mei the CEO and Founder of YouthsToday.com, Heidy Quah the Founder and Executive Director of Refuge for the Refugees, and Bunga, an up and coming Hijabi Rapper and Musician in Malaysia.

    The campaign features long-form content for each of the champions, along with integrated communications across TV, digital, in-store, e-commerce, and public relations.

    A “Donate a Smile” web platform will provide a means for people to make a change together with the #SMILESTRONGBERSAMA champions. An Instagram filter captures smiles and encourages users to share on their Instagram stories. For every 5 smiles collected, Colgate will send a “Box of Smiles” to the marginalized communities and refugees of Malaysia.

    The campaign will run from 27 October 2020 onwards as a continuous and enduring multi-year campaign.



    Vice-President Marketing APAC: Yves Briantais
    Regional Marketing Director – Integrated Marketing Communications: Lyndon Morant


    Marketing Director: Amanda Klemm
    Senior Brand Manager: Jill Yeap
    IMC Manager: Mei Ling Tan


    Executive Creative Director: Kurt Novack
    Copywriters: Keeta Brennan, Abiseshana Mohan
    Art Directors: Lim Chia Wei, Liew Jing Han,
    Account Management: Caroline Tan, Denise Lee, Kelsey Rabindran
    Strat. Planning: Srikeit Tadepalle
    Program Director: Julie Saw
    AV Director: Eric Yan
    AV Producer: Loo Seng Tuck
    Art Buyer Manager: Mandy Lee


    Managing Director: Caroline Slocombe
    Regional Executive Creative Director: Kenny Choo
    Regional Creative Director: Troy Lim
    Regional Client Servicing Director: Daniel Cullen
    Regional Account Director: Brendan Dunstan Smith
    Head of Strategy: Farheen Romani
    Regional Strategist: Roshni Mahbubani


    Film Director: Farouk Aljoffery
    Executive Producer: Prinz Jones
    Director of Photography: Ricky Lim
    Producer: Lutfy Latiff
    Post Production: Johnny Chuah, Entropy
    Audio Production: Two AM Music Studios
    Audio House: Two AM Music Studios
    Composer: Adriane Palikat

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