Rather than following the conventional TVC format, selling a particular product, Colgate brand promise is brought to life in a film based on the inspiring real life story of Alisa “Tri”, a single mother and professional boxer.

Her challenging journey starting as a single mother who had to fight her way through a series of setbacks while raising her daughter all by herself is delivered through a captivating cinematic experience to serve as a compelling evidence of how powerful a “Yimsu” smile can be and inspire everyone to find strength to “Yimsu” when facing difficult moments in life.

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.

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.

Mother’s day in Thailand, most commercial portray mothers as perfect smiling home makers within the perfect ideal of family with the message of gratitude while the number of single parents in Thailand has risen to 1.34 million, with 80% of them being single mothers.

Lacking support from Thai society, single mothers face hardship in their everyday lives all by themselves, they are often stigmatized as inadequate mothers incapable of providing their children with a better future.

As a brand that believes everyone deserves a future worth smiling about, Colgate wanted to celebrate a smile that’s much more authentic and powerful, the “Yimsu” smile of a mother. A smile that empowers them to continue fighting for their children's futures and let their resilient spirit serve as an inspiration for everyone to find strength in a smile, even in the face of life's challenges.

Single mothers in Thailand are stigmatized as inadequate mothers, incapable of providing their children a better future.

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

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.

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 situation 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.

On a day when mothers from ideal, perfect families are celebrated, we made Mother’s Day celebrations more inclusive with our film, reaching 14 million people within just 24 hours and accumulating a total of over 57.6 million views and counting.

Generating 100% positive reactions, the film inspired thousands of people to share their appreciation and support on social media.

More than just a brand ambassador, ‘Tri’ became a true ‘Yimsu’ advocate, being invited to speak as an inspiring figure on various TV channels.

The film sparked conversations supporting single moms in their everyday struggles while also inspiring female boxers not to give up on their dreams.