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Colgate Palmolive: Our Smile Is Our Strength - Grandfather
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VMLY&R and Colgate-Palmolive announced today the launch of their latest European campaign 'Colgate Courageous Smile Stories.' Red Fuse Communications, the cross-agency WPP team servicing the Colgate-Palmolive business globally is behind the campaign in partnership with VMLY&R. Colgate, a globally loved brand, stands for optimism in action and wants to champion those who smile against all the odds – a smile that is never just a smile, but a greater force capable of changing your life, and the lives of those around you. The campaign will first launch in the UK with the 30 second film and 10 second stories, as well as shorter and longer digital formats, to deepen the message and will be followed by a wider release across key European markets. The campaign includes three featured real-life stories: a restaurant owner working alongside a chef with down syndrome, an art teacher tutoring struggling youth, and the founder of the adopt-a-grandfather program. At launch, the full-length documentary stories will be available digitally, giving the audience a chance to dive deeper into the beautifully crafted stories behind the smiles. The ‘Smile Stories’ digital hub will host Colgate’s complete library of stories that will continue rolling out over the course of the year.
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