Colgate Launches World Smile Day Campaign in Thailand

    Thailand is, after all, known around the world as 'The Land of Smiles'

    By Katerin Pantaleon - Sep 29, 2020
    Colgate Launches World Smile Day Campaign in Thailand

    Colgate has launched a new campaign in Thailand. leading up to World Smile Day this Friday called “Yimsu”. Arisa Ruchirawat, Oral Care Marketing Director for Colgate-Palmolive, explains the importance of Yimsu in Thai culture.

    “Yimsu – Smile-Fight – is a turn of phrase in local Thai culture that we feel uniquely embodies our belief in the power of optimism,” said Ruchirawat. “It gives us hope and confidence in the future. It shows us new opportunities, and keeps us learning, growing, and always looking forward”.

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

    The campaign features three inspirational Thais: Auntie Jeab – a cancer survivor and Long Board SEA Games Participant; Yew – a Nurse with disabilities and an influential blogger; and Bally – an LGBT Teacher and Cyber Bullying Activist.

    The campaign also features long-form content for each of the brand ambassadors, along with integrated communications across digital and public relations.

    “After living and working in Thailand for years, it’s clear that smiling is an integral part of the Thai way of life,” said Andrew Chu, Executive Creative Director, Ogilvy Thailand. “We wanted this campaign to resonate with every local by delivering an inspiring message that is deeply rooted in their culture.”

    A second film invites all Thais to ‘Yimsu Together’ during the pandemic lockdown by celebrating and thanking all the ordinary people who possess the extraordinary strength to keep smiling behind their masks.



    Client: Colgate

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

    Marketing Director – Greater IndoChina Hub: Francisco Fina
    Oral Care Marketing Director: Arisa Ruchirawat
    Toothpaste Associate Marketing Director: Janejira Champaiboon
    Toothpaste Senior Brand Manager: Wipawee Baldwin
    Marketing Manager – Brand Experiences: Yossaporn Rengpian
    Media and Digital Manager: Napak Lertnimanorladee
    Brand Content Manager: Chitchai Tangphinigkul
    Agency: Ogilvy Thailand x RedFuse

    Ogilvy Thailand
    Chairman/Chief Creative Officer: Nopadol Srikieatikajohn
    Chief Executive: Gunpong Panthongprasert
    Executive Creative Director: Andrew Chu
    Creative Group Head: Sommanassa Ngernsa-ard
    Creatives: Suppasin Hongchareonchai, Napisa Nakpresha, Visarnpong Chateakcharoen, Thanit Nopwattanapong
    Group Business Director: Kwanmada Tongton
    Account Director: Krittanut Naksomsong
    Senior Associate Strategic Planner: Orathai Maneechote
    Associate Strategic Planner: Suparkorn Netvijit
    Film Producer: Preyaporn ‘B’ Thaloengchok
    Print Producer: Kannika ‘My’ Mongkolrattanachart
    Traffic Manager: Naphachanok Phiansa

    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
    Regional Senior Account Executive: Lois Fung
    Regional Media Lead: Emily Foster
    Regional Media Manager: Marianne Kindangan
    Communications Planning Director: Xea Ko
    Head of Strategy: Farheen Romani
    Regional Strategist: Roshni Mahbubani
    Production: Hogarth x Underdoc
    Director: Nottapon Boonprakob
    Assistant Director: Parama Malakul Na Ayudhya
    DoP: Sutthichai Luangamornlert
    Drone Operator: Treerat Wongvorapat
    Rollerblade Cameraman: Phanumart Inphet
    Producers: Songphon Jantharasom, Pichanun Siwadnidhikul & Wannu Poolsombut
    Post Producer: Patchupan Boonchan
    Production Manager: Wannapa Tangbut
    Art Director: Lucky Rich and Friends Co.,Ltd
    Stylist: Visa Kongka
    Casting: A-tis Thammaruja
    Location Manager: Varavut Phunjapalakonkul
    Editor: Ittiwat Poobandit
    Colorist: Nitisard Prasatpohn
    Online Artist: Krongyote Glinfuang
    Music Composers: Siwat homkham & Pokpong Jitdee
    Sound Mixers: Artit Vongmetta & Supavit Kumkoon
    Photographer: Rinrada Pornsombutsatien
    Stills Producer: Nartnada Sukchanthor


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