Colgate Palmolive Europe

Rob Wilson, General Manager Oral Care – Europe
Laurent Cayet, EU IBE Director

VLMY&R *Lead Agency

Peter Harrison, WPP Executive Director
Elizabeth Foord, Head of Strategy
Dimitri Guerassimov, EMEA Chief Creative Officer
Vitor Menezes, Creative Director
Ricardo Barra Lima, Creative Director
Bruno Toporovschi, Head of Client Services and Digital
Mathieu Membré, Photographer
Barbara Safarova, Producer

Wavemaker

Too late to die young

Drake Doremus, Director
Drake Doremus, Producer
Drake Doremus, Cinematographer
Drake Doremus, Cinematographer

WPP Red Fuse

Carl Hartman, Chief Executive Officer
Fred Saldanha, Global Chief Creative Officer

Advertising in the oralcare segment is hard to breakthrough and connect with people. ROI is relatively low and market gains in Europe are hard to come by. In 2021 we changed that when Colgate moved from solely demonstrating products to care for smiles to reminding people of the strength of their smile. It was the first equity campaign that achieved record ROI levels halo-ing across all Colgate products. Brand strength jumped to a new high and the campaign was referred to as the one that 'got the pandemic right'.