A generation with resilient smiles

Andrew Chu, Executive Creative Director – Soho Square Bangkok said: “This latest campaign from Colgate Thailand aims to strengthen the Yimsu concept laid out by previous campaigns under the same theme. While last year’s campaign was aimed to encourage Thais to smile strong whenever they find themselves in times of hardship, this latest work was developed to empower the generation of today to not only keep smiling but be resilient enough to thrive. By showing Thun’s story, we want to highlight that despite family or parent’s best interests for their kids, life doesn’t always go as planned, and the most important thing is to never give up. We hope that Thun’s optimism can inspire people of all ages to become more resilient and smile strong through all the challenges they face these days.” 

Arisa Ruchirawat, Oral Care Marketing Director for Colgate-Palmolive said: “Since our first #Yimsu campaign last year talking about the power of smiling through adversities, Colgate Thailand has committed to inspire Thais to embrace the spirit of optimism and resilience to help them get through obstacles in life. We believe that despite whatever happens, with the right perspective and mindset, they will be able to rise above the challenges and build a better future for themselves.”

Watch the long-form film here