To create a roller-coaster of emotion, we put the viewers in various shoes, from spectator to the main protagonist point of view, combined with the ambiance to create the feeling of physically being there.

To make the film unpredictable, we made each count of the referees in the boxing ring parallel to one of the setbacks that life has thrown at her. In the end, we decided not to show the fighting scene but to make the turning point more impactful by highlighting the power of the daughter’s smile that helped her to get back on her feet.

Single mothers in Thailand are stigmatized as inadequate mothers, incapable of providing their children a better future.With most of them being rejected by their families and the lack of support from society leads to them having to face financial struggle and emotional pressure while having to raise their child all alone.

As a brand who believes everyone deserve the future to smile about, Colgate wanted to help change the perception towards single mothers by celebrating the incredible ‘Yimsu’ spirit that each of them possess through a film centered around the real story of Alisa “Tri” Yoohanngoh (aka Moon Shadow), a single mother and professional boxer.

Tri gave up on her boxing dreams due to her unplanned pregnancy at the start of her career but chose to make a comeback into the ring after 4 years of raising her child.

Her struggles in her daily life are compared to the fight inside the boxing ring to demonstrate how her “Yimsu” spirit empowers her to never give up.

The film highlights the moment when Tri gets knocked to the ground and the referee starting the count for her to get backup. Every count is paralleled with a setback she faced in life, building up to a point where it seems she has lost every reason to keep fighting.

Her daughter’s call wakes her up just before the count is over, but what ignites her “Yimsu” spirit to give her the strength to rise up is seeing the smile of her daughter.

Inside a stadium, two female Muay Thai fighters exchange punches in the middle of the boxing ring. Alisa 'Tri' is suddenly knocked down, and the referee starts the count for her to get back up.

Each count is paralleled to one of the setbacks that life has thrown at her, starting from the moment she discovered that she was pregnant. As the count goes on, each setback also becomes harder for her to overcome and increasingly more dramatic, until she reaches a point where it seems much easier to just give up.

Just before the count is over, she is awakened by the call of her daughter and sees her daughter’s Yimsu smile, which has the power to give her all the strength needed to rise up stronger. At the moment Tri smiles back at her daughter, a caption reveals that the plot was inspired by Tri’s real-life story.

Objective: To strengthen brand love and affinity by connecting with Thai moms on an emotional level

Situation: over the past 4 years, Colgate 'Yimsu' campaign has been championing real people with incredible “Yimsu” spirit despite the extreme hardships they faced due to them being decriminalized by their personal unfortunate circumstances (such as, disabilities, ages, LGBTQ+)

This year we will make the “Yimsu” campaign more relatable and relevant to every Thai, while building emotional connection with Thai moms around Mother’s Day.

The film starts by drawing viewers into the narrative by using footage shot from a spectator’s perspective combined with the ambience of the stadium crowd to create the feeling of physically being there watching the fight.

However, after seeing Alisa ‘Tri’ being knocked down to the ground, each of the referee’s count is heard over footage depicting the hardships that Tri had to fight her way through. Each of the setbacks starts from Tri’s POV to put viewers in her shoes and immerse them into every tough situations being relived and played in a non-linear sequence.

With all of the above combined, the film’s narrative was turned into a captivating experience for viewers rather than leaving them as a spectator throughout. The film then ends right at the moment a ‘yimsu’ smile is seen on Tri’s face to leave the rest open to the viewer’s imagination.