The Campaign

We wanted to demonstrate how powerful and beautiful a smile could be on each of their faces to raise awareness and donations from public.

The Brief

After the show, no one held back their smiles. Every child bonded together through the power of a smile. The campaign earned US$ 1.6 million in free PR. Many celebrities shared posts on Instagram and social media. And, finally, after this campaign more than 1,000 children received cleft surgery this year.

Results

After the show, no one held back their smiles. Every child bonded together through the power of a smile. The campaign earned US$ 1.6 million in free PR. Many celebrities shared posts on Instagram and social media. And, finally, after this campaign more than 1,000 children received cleft surgery this year.

Execution

With the help of professional make-up artists, we painted fun and playful characters around their lips; and to highlight their new smiles, we cast them in “The Painted Smiles” the world’s first painted-cleft play. To demonstrate how powerful and beautiful a smile could be on each of their faces to raise awareness and donations.

The Situation

Every child has a smile; but for those born with cleft lips, they think their smiles are ugly. So they never smile; and as a result, they remain alone without friends. Operation Smile is a foundation that raises money to perform cleft surgery on children in need.

The Strategy

We wanted to demonstrate how powerful and beautiful a smile could be on each of their faces to raise awareness and donations.