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

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.
Credits
- Date
- Oct 17, 2022
- Agency :
- VMLY&R
- 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
- 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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