Ogilvy Influence
Introducing a million smiles
Ogilvy Malaysia won the Global Influencer Marketing Award for Best Creator Partnership Strategy APAC for their impactful campaign addressing smile shame, a prevalent yet rarely discussed issue affecting 2 in 5 people in APAC.
Recognising the detrimental effects of smile shaming on self-confidence and wellbeing, Ogilvy partnered with Colgate to challenge this stigma. Leveraging brand ambassador Suzie Wadee, who personally faced smile shaming, they launched a powerful campaign to transform the narrative from shame to empowerment.
By engaging real people and influencers from the Asia-Pacific Colgate community, the campaign effectively brought attention to #smileshame, showcasing that every smile is beautiful. Not only did the campaign raise awareness but it also reinforced Colgate's commitment to positive oral care, making the campaign a resounding success in changing perceptions and boosting confidence across the region.
Judges Comments
“A lovely story and clearly values-driven activation, overall great campaign.”
