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ART DIRECTION | CONCEPT

Colgate
2023, VML
In Nigeria, there’s an injustice going on: Nation’s kids are being shame by adults for their incomplete natural smile. In the meantime, 30% of grown-ups have a missing tooth. 

Colgate decided to repair this contradiction by empowering kids, starting a meaningful conversation about changing oral care habits.
Good news, no adult got hurt for the making of this ad, quite the contrary, the entire country loved it! 











Most effective campaign within the category in Nigeria*


Source Twitter








Credits


Agency
VML Paris
EMEA Group Creative Director, Colgate-Palmolive: Vitor Menezes
Art Directors: Adrien Caquant, Quentin Rabault
Copywriters: Luis Andrès Martinez, André Choairy
Motion designer: Felipe Seixas
Director: Adeola Fadola



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