When the brief gets overwhelming, focus within

Here's a conundrum: powerful advertising comes from the deepest insights. Think: Dove, Nike, Underarmour, P&G Olympics.

But as you grow as strategist, your responsibility also expands. Sometimes, when you're lucky you go from 1 market to 11. From 1 country to an entire region. From the most populated nation to the most populated continent.

THE PROBLEM:
How then do we make impactful ads that cut across borders? Specifically, how might we relaunch Colgate Optic White to all the women in Asia?

Yikes! Boy was I overwhelmed! So after doing all the due diligence of actually talking to women in Asia, I took a step back and dug within myself (hey I'm a woman in Asia!).

What came out of it was a preso of a lifetime in a boardroom filled with non-Asian men. How cute. I remember sweating, shaking, and praying to the Patron Saint of Pitches that I, at least, be allowed to go through all of my 20 slides.

OUR SOLUTION:
Imagine being the most normal girl in the beauty capital of the world...where standards are higher than the S.A.T's. Standards so high they dimmed our smiles.

RESULTS:
A campaign titled #SmileOutLoud that celebrated all smiles as beautiful, scored with our very own K-pop song no less. Currently, it's a campaign that has been lighting up smiles beyond Asia.