P&G: Smile Diversity

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  • We created “Smile Diversity” for P&G when our Chinese Crest ad, running at the time in mainstream transit shelters in Richmond BC, provoked unanticipated controversy. The main thrust of the criticisms? Many “old mainstream” consumers said they could not understand the ad – even though there were many English ads in the same campaign. P&G turned to Barrett and Welsh to answer this with an original creative solution tailor-made for the moment, but relevant well beyond it. We focused on the positive: Crest was an unabashed champion of the new Canada and its diversity – a big-hearted brand understood by all Canadians. Our ads presented the many faces of Canada – a collage of smiles, to deliver a simple message: The smile. Understood by every Canadian.