How Colgate adapted its logo to fight smile shame. 

Colgate believes every smile is uniquely beautiful. So we got Suzie Wadee – a KOL with imperfect teeth – as the new face of our campaign. But she got bullied, exposing the misperception that a smile can't be beautiful unless it's perfect.

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Suzie isn't alone – 2 in 5 have experienced smile shame. So we turned the smile on our logo into every individual's smiles. Using A.I., powerful stories and a huge showcase of beautiful smiles, we fought back.

D&AD: 2 Wood Pencils, 3 Shortlists // Cannes: 4 Shortlists // CLIOS: 1 Bronze, 1 Shortlist
// One Show: 3 Merits // SPIKES: 1 Silver, 2 Bronzes, 3 Shortlists