Colgate’s #YimsuGeneration campaign empowers Thais to become the generation with resilient smiles via Soho Square Bangkok/Red Fuse
Soho Square Bangkok, in partnership with Red Fuse – WPP’s 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.”
Credits
Client: Colgate
APAC
Vice-President Marketing APAC: Yves Briantais
Marketing Director APAC – Integrated Marketing Communications: Lyndon Morant
Thailand
Marketing Director – Greater IndoChina Hub: Parul Patel Desai
Oral Care Marketing Director: Arisa Ruchirawat
Toothpaste Associate Marketing Director: Janejira Champaiboon
Toothpaste Senior Brand Manager: Chawanut Mangnoi
Marketing Manager – Brand Experiences: Yossaporn Rengpian
Media and Digital Manager: Napak Lertnimanorladee
Brand Content Manager: Chitchai Tangphinigkul
Agency: Soho Square Bangkok x Red Fuse
Soho Square Bangkok
Chairman/Chief Creative Officer: Nopadol Srikieatikajohn
Chief Executive: Gunpong Panthongprasert
Executive Creative Director: Andrew Chu
Creative Group Head: Sommanassa Ngernsa-ard
Art Director: Vanalee Krairavee
Copywriter: Sommanassa Ngernsa-ard, Naruemon Mattamonthon
Group Business Director: Kwanmada Tongton
Account Manager: Nerissa Yoksuwan
Senior Associate Strategic Planner: Orathai Maneechote
Film Producer: Piyabutr Atisook
Traffic Manager: Naphachanok Phiansa
Red Fuse
Regional Managing Director: Caroline Slocombe
Regional Executive Creative Director: Kenny Choo
Head of Strategy: Huw Gildon
Regional Client Services Director: Daniel Cullen
Regional Account Manager: Lois Fung
Production: Hogarth x Underdoc
Director: Nottapon Boonprakob
Assistant Director: Pornpong Wongwatpong
DoP: Sutthichai Luangamornlert
Drone Operator: Gollatash Wataniyasakul
Underwater Camera Man: Taweerat Chokchaipermpoonpol
Diving Instructor: Tossaporn Dangdej
Producers: Songphon Jantharasom, Pichanun Siwadnidhikul , Wannu Poolsombut
Post Producer: Patchupan Boonchan
Producer Post-house : Sojirat Mitin
Production Manager: Wannapa Tangbut , Phiangporn Paiboonrungrot
Art Director: Patchara Lertkai
Stylist: Pawaret Wongaram
Location Manager: Dechnarong Boonsongsang
Editor: Ittiwat Poobandit
Colorist: Nitisard Prasatpohn
Online Artist: Thitiwut Delokdomrongrat
Music Composers: Siwat homkham & Pokpong Jitdee
Sound Mixers: Artit Vongmetta & Supavit Kumkoon
Photographer: Sasidis Sasisakulporn
Photographer Assistant: Tanaphon Rinnajid
