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.

Credits

APAC

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

MALAYSIA

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

OGILVY

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

REDFUSE

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

PRODUCTION

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