A generation with resilient smiles

Colgate Yimsu
Soho Square Bangkok, in partnership with Red Fuse, the WPP integrated global team dedicated to serving Colgate-Palmolive, has launched the latest brand campaign for Colgate Thailand titled #YimsuGeneration which builds upon the previously launched #Yimsu campaign in 2020.

At the heart of the campaign, Colgate brings a true story of Thun-Nitcharee Peneakchanasak to light. At the age of 14, Thun’s life took an unprecedented turn as she lost both of her legs in a train accident.

Nevertheless, she has not lost the ability to keep smiling and found the strength to pursue a new dream. Hence, she embodies the Yimsu (Smile Strong) ideal and becomes the face of a generation hit by soul-crushing crises yet remaining positive and resilient through the difficult time. 

The campaign also features long-form content and TV commercials, along with integrated communications across digital and activation. 

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

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