Through an emotional black-and-white photographic series, Colgate, a brand that advocates optimism and whose emblem is the smile, wishes to demonstrate that a smile is much more than a facial expression, but a real strength to face life's difficulties and continue to smile in the face of̀ adversity.
While masks continue to be part of our daily lives and the world has become accustomed to smiling behind a piece of cloth...photographer Matthieu Membré has captured real moments of life, optimism and human connection: newlyweds, children, caregivers, seniors... all masked but whose smiles literally radiate through the mask.
"Smiles always find a way" is an international campaign designed in France, to remind us that smiles always find a way to carry a message of hope! Because a mask can never prevent you from recognising a smile and smiling back.
Initially launched in the UK in print and digital out-of-home (DOOH) formats, 'Smiles always find a way' then in Germany and Poland, before being extended to all European markets, the campaign won awards from:
- Cannes Lions - Bronze - Outdoor (2021)
- LIA - Silver - Billboard (2021)
- LIA - Silver - Poster (2021)
- LIA - Bronze - Billboard (2021)
- LIA - Bronze – Print (2021)
- LIA - Bronze – Print (2021)
- LIA - Bronze - Use of photography (2021)
- Gerety Awards - Bronze - Communication (2021)
- AdStars - Silver - Print (2021)
- Stratégies - Silver - Advertising (2021)
- Stratégies - Bronze - Craft & Production (2021)
- Clio Awards - Silver - Craft (2022)
- Clio Awards - Bronze - Print (2022)
- ADC - Merit - Photography (2022)
- One Show - Merit - Photography (2022)
- One Show - Merit - Billboard (2022)
