Kids Teach a Master Class in Smiling in Cute Colgate Campaign

Colgate-Palmolive announces a new European content series inspired by popular online formats and designed to help adults reap the benefits of smiling more. The brand humorously tapped the best instructors in the world when it comes to smiles: Children.

Brand and customer experience agency, VMLY&R, alongside RedFuse, the WPP team servicing Colgate-Palmolive, called upon the ultimate smile experts, children, to help us all celebrate the smaller things in life, from travel to fancy dress and rain.

Children have an ability to smile or laugh, finding joy in the ordinary - some claim they do it 300 times per day. And much like yawning, seeing someone else's smile suppresses the control we have over our facial muscles, compelling us to smile too.

Laurent Cayet, director, integrated marketing communications, Europe at Colgate-Palmolive said: "We’ve never needed the power of a smile more, and many people are unaware of the benefits that sit behind one. Many studies suggest smiling can reduce stress, lift your mood, and even boost your immune system. So, who better to deliver this message than the biggest, most infectious smilers out there - kids!"

The launch film, promoting the Master Class series, shows adults and children's opposite reactions to everyday life topics such as birthdays or being caught in the rain. The film emphasises children's ability to find joy and laughter in ordinary things and invite adults to attend their master class to bring a little more joy in their day-to-day.

"We wanted to remind people of the value of a smile, and bolster Colgate’s mission to be a positive and uplifting force in the world," added Dimitri Guerassimov, CCO and co-CEO France, VMLY&R.

Renowned director and photographer Achim Lippoth directed the Smile Master Class series. His imaginative and polished approach to photographing and filming kids has seen his work boast numerous Cannes Lions winners alongside editorial features in the likes of Vogue, New York Times and GQ.

At launch, the 4-part series will go live in the UK through a dedicated microsite and on Instagram, Facebook and YouTube before rolling out to European markets in the coming weeks - including Germany, Poland, Portugal and Roumania. The campaign is support by a PR and influencer campaign as well as paid and earned media. Media planning and buying from Wavemaker.