WPP@CP invites Singaporeans to ‘Free Your Smile’ in new outdoor ads for Colgate

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WPP@CP invites Singaporeans to ‘Free Your Smile’ in new outdoor ads for Colgate

Colgate has come up with a fresh take on the global ‘Smile Strong’ campaign, with an initiative to celebrate the removal of one of the last mask mandates in Singapore – the wearing of masks on public transport. WPP@CP, Colgate’s bespoke WPP team, are inviting everyone to ‘Free Your Smile’ in eye-catching DOOH ads.


They have been strategically placed at key commuter bus stops, train stations and areas which have high concentrations of human traffic as Singapore moves into Dorscon Green.

The advertisements will be seen islandwide, with focus on the Central and CBD areas and will run from 12 February to 14 February, during peak hours in the morning and evening. Wavemaker Singapore is the media agency behind this.

Lyndon Morant, Marketing Director, Impactful Brand Experience APAC, Colgate-Palmolive, said: “Sometimes we only realise how beautiful something is when it’s taken away. The pandemic challenged our Smiles in so many ways, so when we saw the campaign idea we jumped at the chance. We know it doesn’t change the past, but ‘Free Your Smile’ is our simple celebration of a future we can smile about.”

Kenny Choo, Regional ECD WPP@CP, said: “As a Singaporean, I’m so glad we can leave our masks at home on our daily commute now! We decided to celebrate by simply inviting people to free their smile. Kudos to the Colgate and media teams for jumping behind this idea – what started as a text message idea at 3.20pm on Friday had become an island wide poster campaign 48 hours later!”

WPP@CP and Wavemaker Singapore have worked together to show Colgate as the oral care leader, who once again have gone beyond their functional expertise of promoting healthy teeth and beautiful smiles, but showcasing that they stand for something more – a future we can smile about.