Write a short summary of what happens in the film

The film features an LGBT English teacher in Thailand, Theeraphong Meesat (nickname ‘Bally’). He puts on outrageous makeup, feather eyelashes, colorful wigs to make sure his students pay attention in class. Theeraphong hopes to boost students’ confidence in the language. He has received hurtful comments from people, but decided at the end of the day, those are not things he wants to dwell on. Because he's received lots of happiness from his students. “They can get bored easy and they can feel a lack of confidence to speak English or participate. But after I wore makeup or dress in a funny way in the class, I found that their attention is getting better and they are more confident to ask me questions or to enjoy the class.”

Please tell us how the work was designed / adapted for a single country / region / market

Thailand is known as the ‘Land of Smiles’ simply because Thais always smile. In fact, there are over 13 different types of smiles, with each of the smiles used in different context and situations. Colgate wanted to champion one smile in particular, the ‘Yimsu’ smile - one that can be seen in situations where a smile is hard to come by. “Yim-Su”, which literally translates into ‘Smile-Fight’, is a turn of phrase in local Thai culture that uniquely embodies the brand’s belief in the power of optimism. In this current post-pandemic time, Yimsu couldn’t be more relevant locally, but it is also more important than ever for not only Thais, but for every human being to smile strong in order to steer their lives forward.