'Not every smile starts as a smile' - Peter FUNCH c/o EMEIS DEUBEL photographed and filmed for COLGATE commissioned by ad agency VML France
CREDITS / DETAILS / VIDEO EMBED LINK
VML's new campaign for Colgate redefines oral hygiene advertising by embracing the raw reality of parenthood and positions Colgate as a true ally. "Not Every Smile Starts as a Smile" acknowledges a common experience: kids don't like brushing their teeth. The work depicts the daily battles of tears, cries and tantrums, with Colgate there to support parents. Shot by photographer and director Peter FUNCH c/o EMEIS DEUBEL, the campaign accurately reflects the familiar chaos of so many families at brushing time.
VML's creative idea was to move away from idealized portrayals of happy families and instead showcase the real, often chaotic, moments of tears, cries and tantrums that accompany toothbrushing time.
Combining emotional storytelling with practical solutions, the campaign “Not every smile starts as a smile” addressed the UK’s oral health crisis by tackling poor brushing habits at home and in schools. It highlighted the daily struggles of parents, making the issue relatable and engaging. The campaign achieved 1.2M impressions within 24 hours, saw a +35% engagement increase from UK families, and drove a remarkable +65% brand recall for Colgate Kids items. The brushing program is on its way to reach 600,000 children, including those in the most deprived areas.
CREDITS
Director Peter Funch c/o Emeis Deubel
Client Colgate
Advertising Agency VML France
Photographer Peter Funch c/o Emeis Deubel
About EMEIS DEUBEL
Emeis Deubel represents artists with a fresh visual approach to photography, direction and creative conception in advertising and art. In march 2009, Konrad Florian Emeis und Jan Deubel joined their talents and formed Emeis Deubel out of the agency KFE. Both have a strong background in production and creative consulting, having worked for leading German advertising agencies. They successfully combine their artists' creative excellence with a professional «hands-on» organization.
GoSee : emeisdeubel.com
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