Smile Always Find a Way

  • Colgate 1
  • Colgate 2
  • Colgate 3

Context

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.

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Idea

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.

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Results

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)
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