COLGATE YIMSU

Short List
TitleCOLGATE YIMSU
BrandCOLGATE-PALMOLIVE
Product / ServiceN/A (EQUITY)
CategoryF07. Corporate Purpose & Social Responsibility
EntrantRED FUSE COMMUNICATIONS Hong Kong, HONG KONG
Idea Creation RED FUSE COMMUNICATIONS Hong Kong, HONG KONG
Idea Creation 2 OGILVY Bangkok, THAILAND
Idea Creation 3 OGILVY HONG KONG, HONG KONG
Media Placement WAVEMAKER THAILAND Bangkok, THAILAND
Production HOGARTH THAILAND Bangkok, THAILAND
Post Production HOGARTH THAILAND Bangkok, THAILAND
Additional Company COLGATE-PALMOLIVE Hong Kong, HONG KONG
Additional Company 2 COLGATE-PALMOLIVE (THAILAND) Bangkok, THAILAND

Credits

Name Company Position
Nopadol Srikieatikajohn Ogilvy Thailand Chairman/Chief Creative Officer
Gunpong Panthongprasert Ogilvy Thailand Chief Executive
Kenny Choo Ogilvy/Red Fuse Regional Executive Creative Director
Andrew Chu Ogilvy Thailand Executive Creative Director
Sommanassa Ngernsa-ard Ogilvy Thailand Creative Group Head
Suppasin Hongchareonchai Ogilvy Thailand Creative
Napisa Nakpresha Ogilvy Thailand Creative
Visarnpong Chateakcharoen Ogilvy Thailand Creative
Thanit Nopwattanapong Ogilvy Thailand Creative
Kwanmada Tongton Ogilvy Thailand Group Business Director
Krittanut Naksomsong Ogilvy Thailand Account Director
Orathai Maneechote Ogilvy Thailand Senior Associate Strategic Planner
Suparkorn Netvijit Ogilvy Thailand Associate Strategic Planner
Preyaporn ‘B’ Thaloengchok Ogilvy Thailand Film Producer
Kannika ‘My’ Mongkolrattanachart Ogilvy Thailand Print Producer
Naphachanok Phiansa Ogilvy Thailand Traffic Manager
Nottapon Boonprakob Hogarth x Underdoc Director
Parama Malakul Na Ayudhya Hogarth x Underdoc Assistant Director
Sutthichai Luangamornlert Hogarth x Underdoc DoP
Treerat Wongvorapat Hogarth x Underdoc Drone Operator
Phanumart Inphet Hogarth x Underdoc Rollerblade Cameraman
Songphon Jantharasom Hogarth x Underdoc Producer
Pichanun Siwadnidhikul Hogarth x Underdoc Producer
Wannu Poolsombut Hogarth x Underdoc Producer
Patchupan Boonchan Hogarth x Underdoc Post Producer
Wannapa Tangbut Hogarth x Underdoc Production Manager
Lucky Rich and Friends Co.,Ltd / Hogarth x Underdoc Art Director
Visa Kongka Hogarth x Underdoc Stylist
A-tis Thammaruja Hogarth x Underdoc Casting
Varavut Phunjapalakonkul Hogarth x Underdoc Location Manager
Ittiwat Poobandit Hogarth x Underdoc Editor
Nitisard Prasatpohn Hogarth x Underdoc Colorist
Krongyote Glinfuang Hogarth x Underdoc Online Artist
Siwat Homkham Hogarth x Underdoc Music Composer
Pokpong Jitdee Hogarth x Underdoc Music Composer
Artit Vongmetta Hogarth x Underdoc Sound Mixer
Supavit Kumkoon Hogarth x Underdoc Sound Mixer
Rinrada Pornsombutsatien Hogarth x Underdoc Photographer
Nartnada Sukchanthor Hogarth x Underdoc Stills Producer

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 brand purpose inspired the work

Colgate’s brand belief is ‘Everyone deserves a future they can smile about’, and while Thais are generally known to be always smiling, the current post-pandemic situation brings anxiety, stress and pressures to every individual – threatening everyone’s confidence in a brighter future, and driving many to be complacent of inaction in creating a better world. Colgate believes in a deeper meaning of a smile – the smile that reflects a person’s inner strength and courage to remain optimistic. A smile that has the power to bring hope when our world is full of pessimism, giving confidence in a brighter future when we are surrounded with negativity, enlightening the paths to new opportunities, and keeping us looking forward. 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.

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