A Million Logos

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 Suzie got bullied for her smile on social media, exposing the misperception that a smile can't be beautiful unless it's perfect. Reality is, 94% of people feel they can’t smile freely, with close to 3 in 5 experiencing smile shame. The best way to fight smile shame, is to keep on smiling. 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.