Red Fuse, WPP’s integrated global team dedicated to serving Colgate-Palmolive, has launched a new brand film for Colgate’s Smile Strong campaign that highlights the power of smile in the face of adversity.
The film, which will run on cinema and digital from November to December tells the story of a bright young man Airliftz, who despite relentless hardships throughout his life due to facial deformities since birth, continues to smile strong.
The cinematic direction of the film takes the viewer on a journey through Airliftz’s life from childhood, giving a very real insight into what he has faced throughout his life. 90 percent of the film is shot from the back, retracing significant and often heartbreaking moments in his life, until he walks from the dressing room to the stage where he is greeted by thousands of excited fans. The contrasting stories demonstrates how his willpower and determination has broken through societal biases, which ultimately led him to share his passion with the world.
Airliftz’s poignant story was chosen to inspire and remind Malaysians that with perseverance, and a positive attitude, we can all achieve great things that can change your life forever.
This professional campaign titled 'What Powers Your Smile' was published in Malaysia in November, 2022. It was created for the brand: Colgate Palmolive, by ad agencies: Red Fuse and WPP. This Film medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted over 1 year ago.
Vice-President Marketing APAC: Yves Briantais
Marketing Director, Impactful Brand Experience APAC: Lyndon Morant
Marketing Director: Edith Marquez-Reyes
Associate Marketing Director: See Mei Sin
Impactful Brand Experience Lead : Krisha Dy
Senior Brand Manager: Lee Wei Shiarn
WPP – Malaysia team
Chief Executive Officer : Nizwani Shahar
Chief Creative Director: Adrian Miller
Associate Creative Director: Shariar Ghafar
Creative Group Head: Abiseshana Mohan
Art Director: Foong Mei Pang
Account Director: Sumana Ratilal
AV Producer: Loo Seng Tuck
Art Buyer Manager: Mandy Lee
WPP – Regional team
Executive Director: Daniel Cullen
Regional Executive Creative Director: Kenny Choo
Regional Account Manager: Shreya Jhamtani
Film Director : Ismail Kamarul
Executive Producer : Sabrina Wong
Post House : APV
Audio House : Two AM Music Global
We Are Stronger When We Smile - Song
CEO Red Records : Hassan Choudhury
A&R and Marketing Executive Red Records : Ting Jia Lee
Written and performed by : Airliftz
Executive Producer : Eu Jin Tang
Producer : Tatsuro Miller