Academy Award-winning filmmaker Jimmy Chin celebrates the spirit of those who strive for greatness in new Colgate campaign via RedFuse
RedFuse has launched this new campaign for Colgate-Palmolive’s high-performance toothpaste, Colgate Total, titled ‘Made for Greatness’. The campaign launches in Thailand today, with a progressive rollout across Singapore, Malaysia, Australia & New Zealand within the next few weeks.
The campaign follows Jimmy Chin, a climber and Academy Award-winning filmmaker as he attempts a highly arduous mountain climb. “I really felt a sense of connection to this idea of how you define greatness. I’m inspired by those who challenge their own limitations. For me, to strive for greatness is a personal journey. You have to demand more from yourself and you have to push your limits. I believe it’s what’s inside that makes you great.” said Chin.
Outside of the film, the campaign also includes integrated communications across out-of-home, digital & eCommerce, and in-store displays.
Lyndon Morant, Regional Marketing Director & Integrated Marketing Communications of Colgate-Palmolive said: “Now, more than ever, people have a stronger resolve when it comes to the world becoming a better place for all. This campaign really shows a turning point – not just for Colgate Total – but for the category as a whole that we can move into a broader, richer territory to connect with people in a way that our category hasn’t done before. Greatness is about demanding more every single day, and that’s the exact attitude we bring to Colgate Total.”
Credits
APAC
Vice-President Marketing APAC: Yves Briantais
Regional Marketing Director – Integrated Marketing Communications: Lyndon Morant
Regional Marketing Director – Oral Care Category: Laura Vogel
Regional Senior Brand Manager – Pimphan Suwanprateep
Red Fuse
Managing Director: Caroline Slocombe
Regional Executive Creative Director: Kenny Choo
Regional Creative Director: Alex Shipley / Troy Lim
Regional Client Services Director: John Kim / Daniel Cullen
Regional Account Director: Ellen Soh
Head of Production: Jacie Tan
Head of Strategy: Farheen Romani
Production
Film Director: Jimmy Chin & Nick Martini
Executive Producer: Mac Hedges & Jacie Tan
Director of Photography: Cam Riley
Producer: Randall Bourquin
Post Production: RedFuse Production Services
Audio House: Maveriq Studios
Composer: Jérôme Plasseraud
