Not Every Smile
Starts as a Smile
Colgate
2025, VML
No serioulsy, this campaign is our first breakthrough globally, teaming with Quentin Rabault and Jules Rhety, we demonstrated the strength of parents in the fight for oral health education in UK and in the world.
In a context where tooth decay remains the main reason UK children aged 5 to 9 are admitted to hospitals, Peter Funch photographies and film called parents to keep brushing everyday, no matter the costs.
Cannes Lions
X1 Silver 2025 (Print & Publishing)
“Colgate connects with parents by reflecting
the honest, chaotic moments of real life.”
Contagious
Credits
Agency
VML Paris
EMEA CCO, Colgate-Palmolive & France CCO Dimitri Guerassimov
EMEA Group Creative Director, Colgate-Palmolive: Vitor Menezes
Associate Creative Director: Leon Kotze
Art Directors: Adrien Caquant, Quentin Rabault
Copywriter: Jules Rhety
Motion designer: Felipe Seixas
Production company
Birth
Director: Peter Funch
Photographer: Peter Funch