As a leader in oral care, the one thing Colgate is always associated with is healthy teeth and bright smiles. But in todays changing world Colgate needed to stand for more. It's no longer enough to be an expert. We needed to form real connections and relationships with our audiences and look beyond functionality.

Our brief was to communicate the new equity campaign and make a very real connection with people. We were given the task to find the deeper meaning behind every smile in a region where women are driving conversations of change.

The birth of your baby is likely to be one of the most important events in your life.

Whether you have a scheduled caesarean or free birth, it is a precious moment of your baby's journey into this world. Because these seconds unpack happiness in its most unadulterated form.

This happiness hides behind the strength of a women as she gives birth.

Colgate has always stood for smiles, but for first time wanted to capture these rare inner smiles of strength.

With the new Smile Strong platform, we have created a change in focus – drawing attention to the smiles that are much harder to find. For Colgate this was a bold new territory.

Colgate has always been a market leader. With the Smile Strong campaign we strengthened our connection with our target audience, while growing brand love and reinforcing Colgates purpose to celebrate the millions of strong smiles in the region.

The campaign is timed to build up to Mother’s Day in the region, 21st March 2020, making it an ode to motherhood. By acknowledging the journey behind their smile, we celebrate their pivotal role in the circle of life.