For years, the oral care industry has always advertised perfect smiles to society. As the biggest oral care brand in the category, Colgate sought to change what the industry stood for. Instead of preaching to the audience, we walked the talk by first, repositioning our brand from being about perfect smiles to everyone's ability to overcome obstacles and smile through that adversity. But that wasn't enough. So, for the first time ever in the category, we turned a famous Malaysian rapper known for his facial deformities, into our brand ambassador to promote our new positioning, 'Smile Strong'.

The film follows a Malaysian rapper, Airliftz, as he overcomes various obstacles throughout his life in his journey to achieving fame and notoriety.

The film garnered over 9 million views on social platforms, with 71% of viewers who saw Colgate as a brand that truly seeks to encourage people to overcome their own obstacles.