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."
Digital Agency: Sign Time GmbH
Creative Agency: VMLY&R
Art Director: Jeanne Chèze
Producer: Barbara Safarova
Executive Creative Director: Manir Fadel
Creative Director: Ricardo Dolla
General Creative Director: Vitor Menezes
Creative Chairman: Shen Guan Ton
Post Production / VFX
Post Production Company: Ray Post Production Paris
Production Company: Film Service
Music Company: Massive Music
Executive Producer: James Bargent
Category: Beauty & Health, Dental Care
Genre: Animation, Storytelling