Smiles always find a way

Face masks became part of everyday life as a result of the Covid-19 pandemic. All of a sudden, people got used to living with their smiles behind a piece of fabric. Colgate wanted to illustrate that a smile is more than a facial expression; it’s a way of standing up and dealing with the adversities of life. Its campaign, Smiles Always Find a Way, showed how smiles have the power to get people through everything, capturing the fundamental resilience of humankind that is represented in a smile.