Seniors are at greater risk of developing tooth decay, gum disease, dry mouth and oral cancer. Daily mouth care is the simplest way to keep teeth and gums healthy. As the leading oral care brand in the UK, Colgate had to reach out to the senior audience.

The visual challenge of the campaign was turning wrinkles, a perceived sign of aging, into “smile lines”, a sign of a life well lived, full of encounters, emotions and smiles by creating realistic but beautifully magnified ultra close-up shots of wrinkles looking in the same way that they are depicted in the copy: beautiful and full of life. An ambitious challenge the visual lives up to.

By turning smile lines, a perceived sign of aging, into a sign of a life well lived, full of encounters, emotions and smiles, this equity campaign is a strong statement against ageism in our society, and keeps on installing Colgate’s brand platform “Our smile is our strength”, reaching 100.000+ people per day.