Colgate Features The Sound of a Smile in Recently Launched Campaign via VMLY&R – Campaign Briefing

What’s it like to be part of a team, as a deaf athlete? Colgate-Palmolive, VMLY&R – WPP’s brand and customer experience agency, and Wavemaker – part of WPP’s GroupM, the world’s leading media investment firm, unveiled “The Sound of a Smile” highlighting the experience of an athlete. This is the latest story in Colgate-Palmolive’s Smile Strong platform, centered on stories of advocacy that connect to the incredible power of optimism in action.

As the “official smile” of the AFL, Colgate unearths and celebrates the champions of optimism in sport. From elite players to grassroots players, it’s about showcasing stories that connect and inspire all Australians.

“The Sound of a Smile” features QAFLW athlete Jamie Howell and his team, the Yeronga Devils, led by captain Mia Walsh. It focuses on Jamie’s experience as a deaf athlete and his journey with his team as they navigate gameplay and even learn their team’s song at Auslan – surprising Jamie performing it.

According to Anthony Crewes, Marketing Director, ANZ: “Over the past 3 years, Colgate has shared stories of real people who have found the courage to Smile Strong and continue to do what it takes to make the world a better place and us. are so excited to be able to share the story of Jamie and The Yeronga Devils.

“It’s not always easy to be optimistic, but when you make this choice, it can be a powerful force for change in your life.

“Standing for optimism means we are committed to creating a healthier planet and working every day to create healthy smiles for everyone. It is an honor to share the stories of those who demonstrate the same mentality.

The campaign was launched with a TVC hero shown on primetime TV during AFL matches, amplified on and the AFL app, in stadiums and in cinemas – in partnership with Val Morgan to leverage the Dolby Atmos experience and create more immersive in-cinema experiences.

The second phase taking place this week – a social campaign on Instagram and Tiktok – sees Jamie Howell translate 7 AFL team songs to Auslan, inviting people to learn the songs to Auslan and share their own videos. Colgate, through Wavemaker, will also engage with AFL players and influencers (both hard of hearing and non-deaf) to duet with Jamie’s signature Auslan, to create a connection through a shared passion for the sport and its unifying power to grab people’s attention.

According to Alison Tilling, Director of Strategy at VMLY&R: “The work of Sound of a Smile addresses a challenge: in Australian sport we can be deaf to the pain of being ‘different’. The Yeronga Devils team were true optimists, working on differences to achieve true inclusion. Sport is made to unite us. How can we all be like QAFLW Yeronga Devils teammates and truly accept the difference?

Shivani Maharaj, Head of Content and Partnerships at Wavemaker, said: “As we enter the AFL Finals, we are very proud to be working on this Colgate campaign that champions inclusivity by teaching AFL fans a new way to support their team using Auslan. It’s about making an entire community feel heard and included. To make a community smile!

Colgate Palmolive:
Yves Briantias – VP Marketing, APAC
Lyndon Morant – IMC Marketing Director
Anthony Crewes – Marketing Director, ANZ
Kate Hickey – Associate Director of Marketing – Oral Care, ANZ
Maria Casas – IBE Manager, ANZ
Ashleigh Wright – Senior Brand Manager, ANZ
Lucy Basil-Jones – Brand Manager, ANZ
Carla Rando – Assistant Brand Manager, ANZ
Silvana Pandrea – Senior Information Planner, ANZ

Creative agency: VMLY&R
Paul Nagy – AUNZ Creative Director
Alison Tilling – Strategy Director AUNZ
Blair Panozza – Senior Creator
Bryce Waters – Senior Creator
Rachel Rider – Executive Producer
Elaine Loke – Group Account Director
Sinead Kelly – Account Manager
Ned Lindsay – Account Executive

Media Agency: Wavemaker
Laura Brady – Group Account Manager
Shivani Maharaj – Head of Content and Partnerships
Alexia Antonis – Group Director, Content & Partnerships
Evie Gardiner – Communications Manager
Laura Castro – Marketplace Associate Director
JennyX He – Associate Marketplace Manager
Angelli Westman – Communications Coordinator

Alice Davidson – CNIB Director

Production company: Taxi Film
Director: Tony Prescott
Producer: Simone Mackie
DOP: Mark Desiatov
Audible message: RanRun
Publisher: Leigh Cooke
Quality: CJ Dobson
Online: Vandal
Photography: Sam Scoufos
Retouching: Mark Sterne

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