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Group745
Group745
Group745
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Group745

Colgate - Sign Language Tales

Colgate
23/05/2019
Advertising Agency
Paris, France
50
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Credits
Agency / Creative
Production
Post Production / VFX
Music / Sound

For kids, brushing their teeth is boring. They don't want to do it. It's a struggle for parents, but they can call upon tricks, such as playing videos for the recommended brushing time (2 minutes). However, through research, we discovered a lack of inclusive and innovative content for hearing impaired children.

 

This insight led Colgate to create Sign Language Tales, a collection of stories lasting 2 minutes, to make teeth brushing enjoyable for hearing impaired children. To ensure the stories resonated with children, renowned children's books author, Claire Freedman, wrote the stories, which were then developed into cartoons. The characters in the stories talk through sign language and to make communication seamless the graphic artists behind the character animations were also hearing impaired. We wanted to create content to give the deaf community ownership & pride, and now with these stories, all children can have fun brushing their teeth.


Manir Fadel, ECD of the campaign, said: "Colgate believes that everyone should have a future to smile about. By creating inclusive content, we manage to help more people to have access to better oral health."

About VML France
VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, which name WPP as a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 30,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. 

VML is a WPP agency (NYSE: WPP).