DARK S M I L ES

Colgate wants to reach more women. This first campaign goes a little dark and taps into the wild popularity of True Crime. There are a series of print ads with charming serial murderers and cult leaders. Colgate will enter a partnership with Audiochuck, the leading true crime podcast network, to advertise across their platform.

TED BUNDY

R A JN E E S H

It's hard enough to get someone to round up at the grocery store checkout line, let alone sell all their earthly possessions, fork over their life savings and move to a muddy ranch in Oregon with the promise of a spiritual Utopia. But that smile is pretty damn inviting.

GURU JAGAT

It takes one hell of a smile for a white woman to pull off Eastern mystic, lifestyle coach, QAnon whisperer, and yoga paywall all in one — and still have people lining up to chant silly things and stretch in her sacred space. Deep breath in, fresh breath out.

S M I L E: O P T I O N A L

The second campaign is directed at Gen Z with a focus on their values. It taps into the rejection of patriarchal beauty expectations as well as promoting the sustainable packaging and natural ingredients of Colgate's Natural line. If I were a designer, I'd include a packaging overhaul. They need it.

Activation: A fully immersive experience at The Untitled Space a contemporary art gallery located in Tribeca, New York dedicated to presenting thought-provoking exhibitions that challenge societal norms and amplify marginalized voices, with a particular emphasis on social justice, activism, and gender equality.

There will be selected works by female artists that paint realistic powerful portraits of women like Alyssa Monk, Kathe Burkhart, and Toyin Ojih Odutola.

1) Toyin Ojih Odutola, Pregnant 2) Kathe Burkhart, Fuck You 3) Alyssa Monks, Charade

There will be a gigantic sculpture of a pile of toothpaste made from recovered ocean plastics by Sarah Lucas.

There will be a "Smile Optional" portrait station where you can sit and have a photo taken that gets printed in the style of a painting to take home. The images will also be broadcast digitally across a wall of teeth.

 Mannequin Pussy will play a set to close out the event.