VMLY&R Brasil campaign promotes oral health actions for young people, reaffirming the power of purposeful optimism
Colgate will spread smiles in nine poor communities in four cities in Brazil. Through a partnership with the NGO Outdoor Social, housing in the neighbourhoods 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 recognise 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, 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.
“O Poder do Sorriso is one of those projects that change people’s lives. The treatment of children and adolescents who have oral health problems will not only be specific. Those selected will receive a referral after the action to start a full dental treatment until they turn 18”, says Nelson Malta, marketing director at Colgate-Palmolive in Brazil. “The expectation is that almost a 1,000 children and adolescents will be seen by our dentists, and at least 20% of them will continue their treatment until they reach adulthood”, he adds.
“Few brands manage to have a logo that represents their mission as well as Colgate does and that is what we explored in this action: the smiles that Colgate gives people”, comment Frederico Teixeira and Denon Oliveira, creative directors of the Colgate crew at VMLY&R.
AGENCY
AGENCY: VMLY&R Brasil Propaganda Ltda Customer
PRODUCT: Colgate
TITLE: Smiles Everywhere
CCO: Rafael Pitanguy, Fred Saldanha
MANAGING DIRECTOR OF COLGATE OPERATIONS: Emma Goethals
ECD: Marcos Ribeiro, Roberto Rogoski, Sleyman Khodor
CREATIVE DIRECTOR: Denon Oliveira, Frederico Teixeira
WRITER: Felipe Choi, Bruno Aníbal
ART DIRECTOR: Luiz Ramon Evangelista, Caio Zucchi
SOCIAL WRITER: Ricardo Sartorelli
SOCIAL ART DIRECTOR: Bruna Marques
MANAGER OF COLGATE OPERATIONS: Emma Goethals
SERVICE: Mariana Nadler, Ianara Petruci, Julia Bernardes, Karine Sobral
PLANNING: Andreia Tavares, Aline Prates, Maysa de Paula, Nathalia Campero, Sofia Clozel
MEDIA: Luis Padilha, Felipe Dourado, Brenda Silva, Thaiz Thiodoro
CUSTOMER: Nelson Malta, Flavia Liberman, Franco Perrone, Vanessa Castro, Thais Zago, Luciana Abe, Fernando Santos
PR: Paula Ganem, Gabriel Grunewald, Ana Carolina Cesario, Bruno Veloso, Gabriella Ferreira Leite e Paloma Vega
PRODUCTION
PRODUCTION VMLY&R: Viviane de Castro
FILM PRODUCER: Bravo
DIRECTOR: J.Brivilati
EXECUTIVE PRODUCTION: Bia Basilio
PRODUCTION: Nubra GSanches and Marcos Aquino
PRODUCTION DIRECTION: Marcos Aquino
CASTING RESEARCHER/PRODUCER: Juliana Hirschmann
AUDIO PRODUCER: Mugshot
MUSICAL PRODUCTION: Arthur Abrami, Bruno Zibordi, Chico Reginato and Maurício Herszkowicz
SDFX AND MIXING: Henrique Oliveira and Leandro Rodrigo
SERVICE: Guto Figueiredo and Maite Magoga
EXECUTIVE PRODUCER SOUND: Gilvana Viana
SOUND COORDINATION: Jaque de Paula and Giuliana Tavares
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