Unilever: Signal x smiles are beautiful in every way with the Weblink technology used for the first time

Signal, an oral care brand, designed a campaign in Turkey that challenged notions of flawless beauty and encouraged everyone to showcase their unique and distinctive smiles.

Campaign details

Brand: Unilever TürkiyeAgency: PHD TürkiyeRegion: EMEA

Strategy

Objective

Embracing positive beauty as the oral care brand Signal, we aimed to break away from conventional norms and emphasize that all smiles are unique and distinctive. For years, we have been connecting with our consumers through campaigns that highlight the special and beautiful nature of smiles. We observed that consumers might have reservations about revealing their smiles, moments when they cover their smiles with their hands, and instances where they couldn't smile in photos. As an oral care brand, we believe that all smiles are...

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