Four years with Colgate? That's not just a stint; it's a presidential term in brand years.
And in that time, we didn't just hang out; we grew that brand.
When I stepped in, Colgate was coasting on its name, bleeding out in key metrics.
Fast forward four years: we shattered that pattern, gave it a fresh face every single year, and ultimately dethroned its biggest competitor where it mattered most. Yeah, that's pride.
Huge shout-out to the mentorship that shaped me, and the client's trust and open-mindedness that let us actually pull this off. And, of course, the relentless team who just wouldn't quit.
Right before I bounced, the client called. Our efforts had renovated their brand communication, and our campaign? "The example" for other markets. Oh, and my creative team? We stayed strong together.
Pick which one makes me prouder—I can't.
I don’t know how Colgate was before this, but this was the moment the brand started to change. Of couse, featuring a rapper was the trend back then, but even riding on trend was one step for the brand out of its comfort zone.
As creatives, we know selling ideas is key. Yet, nothing beats the adrenaline kick of clients saying, 'We're ready for crazy ideas!' We've enjoyed immense fun and freedom with our campaigns since 2023.
Last but not least: That Maxfresh is Mat Phet (Pretty Cool) was the pretty cool thing that we loved pretty much much.
Agency: Bates CHI Vietnam
Creative team: Gary Tranter, Hanh-Minh, Thai-Vu Nguyen, BJ Galinato, Hanh-Dung Phan, Cong-Thien Pham, Hong-Van Tang, Thu Le, Ngoc-Minh Nguyen, Amy Tran Cao, Quynh-Anh Pham, Minh-Quyen Dang