COLGATE SPREADS SMILES IN POOR COMMUNITIES ACROSS BRAZIL

The brand promotes oral health actions for young people, reaffirming the power of purposeful optimism. This project has the support of the NGOs Outdoor Social and Turma do Bem

Published On
Oct 17, 2022
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Description

Colgate will spread smiles in nine poor communities in four cities in Brazil. Through a partnership with the NGO Outdoor Social, housing in the neighborhoods of Cidade-Satélite I and II (Guarulhos, SP), Jardim Santa Rita (Guarulhos, SP), Zona Periférica (Franca, SP), Valéria (Salvador, BA), Nova Sussuarana (Salvador, BA), Complexo da Maré (Rio de Janeiro, RJ), Vila Vintém (Rio de Janeiro, RJ), and Rocinha (Rio de Janeiro, RJ) will have their windows transformed into symbols of optimism. 

The project uses the psychological phenomenon of pareidolia, which makes people recognize images of human or animal faces in objects and shadows. Residents and local merchants who lent their facades for the action will be remunerated for the leased spaces. Conceived by the VMLY&R agency, the action promotes the campaign “O Poder do Sorriso” (The Power of Smile), which counts on the partnership with the NGO Turma do Bem and brings oral health to poor communities.

Children and adolescents aged between 11 and 17 and students from public schools, will receive 100% free care provided by professional dentists. Colgate's activation will begin with a talk on Oral Health, followed by an individual check-up carried out by experts. These young ones will also receive a Colgate Oral Hygiene Kit.

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Credits

Date
Oct 17, 2022
Agency :
VML
Agency :
VMLY&R-Brasil
Client :
Colgate-Palmolive
CCO :
Fred Saldanha
Managing Director of Colgate Operations :
Emma Goethals
Exec Creative Director :
Marcos Ribeiro
Exec Creative Director :
Roberto Rogoski
Exec Creative Director :
Sleyman Khodor
Creative Director :
Denon Oliveira
Creative Director :
Frederico Teixeira
Writer :
Felipe Choi
Writer :
Bruno Aníbal
Art Director :
Luíz Ramón Evangelista
Art Director :
Caio Zucchi
Social Writer :
Ricardo Sartorelli
Social Art Director :
Bruna Marques
Operations Manager :
Emma Goethals
Service :
Mariana Nadler
Service :
Ianara Petruci
Service :
Julia Bernardes
Service :
Karine Sobral
Planning :
Andreia Tavares
Planning :
Aline Prates
Planning :
Maysa de Paula
Planning :
Nathalia Campero
Planning :
Sofia Clozel
Media :
Luis Padilha
Media :
Felipe Dourado
Media :
Brenda Silva
Media :
Thaiz Thiodoro
Customer :
Nelson Malta
Customer :
Flavia Liberman
Customer :
Franco Perrone
Customer :
Vanessa Castro
Customer :
Thais Zago
Customer :
Luciana Abe
Customer :
Fernando Santos
PR :
Paula Ganem
PR :
Gabriel Grunewald
PR :
Ana Carolina Cesario
PR :
Bruno Veloso
PR :
Gabriella Ferreira Leite e Paloma Vega
Production :
Viviane de Castro
Film Producer :
Bravo
Director :
J. Brivilati
Executive Production :
Bia Basilio
Production :
Nubra GSanches
Production :
Marcos Aquino
Production Director :
Marcos Aquino
Casting Researcher/Producer :
Juliana Hirschmann
Audio Producer :
Mugshot
Musical Production :
Arthur Abrami
Musical Production :
Bruno Zibordi
Musical Production :
Chico Reginato
Musical Production :
Mauricio Herszkowicz
Sound FX & Mixing :
Henrique Oliveira
Sound FX & Mixing :
Leandro Rodrigo
Service :
Guto Figueiredo
Service :
Maite Magoga
Executive Producer Sound :
Gilvana Viana
Sound Coordinator :
Jaque de Paula
Sound Coordinator :
Giuliana Tavares

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Project Type