Campaign Spotlight

Campaign Spotlight: Colgate Empowers Thais to Smile Their Lives Around

BANGKOK, THAILAND – Ogilvy Thailand, in partnership with Red Fuse – WPP’s integrated global team dedicated to serving Colgate-Palmolive – has launched a new brand campaign for Colgate Thailand titled #Yimsu.

Arisa Ruchirawat, Oral Care Marketing Director for Colgate-Palmolive said: “Thailand is known as the Land of Smiles simply because Thais always smile, even in situations where a smile is hard to come by. At Colgate, we believe in a deeper meaning of a smile, as it can reflect one’s strength and courage to remain optimistic. Yimsu – Smile-Fight – is a turn of phrase in local Thai culture that we feel uniquely embodies our belief in the power of optimism. 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 features three inspirational Thais who share the brand’s optimism when it comes to the power of a smile: 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.

“We’re inspired by people who smile in the face of challenges. They forge paths for all others to follow, and they show us the way to a future that everyone can smile about” added Ruchirawat. The campaign also features long-form content for each of the brand ambassadors, along with integrated communications across digital and public relations.

Andrew Chu, Executive Creative Director at Ogilvy Thailand, said: “After living and working in Thailand for years, it’s clear that smiling is an integral part of the Thai way of life. We wanted this campaign to resonate with every local by delivering an inspiring message that is deeply rooted in their culture. No matter who sees our content, no matter their background, race, age, gender, or beliefs, in the end we want every Thai person to recognize and embrace the Colgate smile as the ‘yimsu’ smile – a smile that stands for resilience and one that comes from an individual’s inner strength and optimism. Something that is today more important than ever for every individual to steer their lives forward and upwards.”

This latest brand campaign from Colgate Thailand builds up on the success of the previous two films developed under the yimsu ideal – ‘A Mom’s Best Lesson’, a true story based on the first Thai winner of Miss Deaf World in 2017, whose mother inspired her to yimsu through her hardships from a very young age and stay resilient so as to never stop chasing her dreams.

The 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. After the launch of the two previous yimsu campaigns earlier this year, the Colgate brand has seen a significant increase in equity, especially in strengthening the brand love and loyalty amongst consumers. Locals felt that the brand’s message was highly relevant and resonated well with Thai’s culture and beliefs.

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
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
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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