Research showed us that the smiles we take for granted have a much deeper meaning. They stand for strength and are earned by hope, courage, and love. They overcome the challenge and accept change.

Digging deeper, they realized this couldn’t be more true for the women in the Arab region. They have started to break stereotypes by driving, dancing, playing a sport, and climbing the corporate ladder. It was time for Colgate to break stereotypes of its own, especially when it comes to women.

They decided to champion what was behind a woman’s smile. Specifically, a woman who has had to endure the challenge and struggle of bringing life into this world – the mother of a newborn. Childbirth is the most transforming moment of a woman’s life where work, fear, hope, and joy come together to forge the purest and most unadulterated smile. A smiles so true, and it doesn’t even need the facial expression of one.

Credits
Advertising Agency: VMLY&R, Dubai, UAE

This campaign is about:
United Arab Emirates, Beauty, Health, Colgate, VMLY&R, Colgate Smile Strong, Print Advertising, Emotional, Advertisement