SINCERE APOLOGY
XIN LỖI CHÂN THÀNH
BACKGROUND
The toothpaste category has become obsessed with scientific claims and boring promises.
Even Colgate – the market leader, risks falling into the same formulaic trap.
Colgate wants to make a bold move: Something fresh, different, and truly resonant with the spirit of today’s youth.
INSIGHT
Consumers already know what toothpaste does.
They will truly trust their smiles when they see a brand that’s confident in its product.
IDEA
We show that confidence: Colgate won’t just do well – it’ll apologize for… doing too well,
shining too bright it hides what truly matters.
SINCERE APOLOGY
XIN LỖI CHÂN THÀNH
BACKGROUND
The toothpaste category has become obsessed with scientific
claims and boring promises. Even Colgate – the market leader,
risks falling into the same formulaic trap.
Colgate wants to make a bold move: Something fresh, different,
and truly resonant with the spirit of today’s youth.
INSIGHT
Consumers already know what toothpaste does.
They will truly trust their smiles when they see a brand
that’s confident in its product.
IDEA
We show that confidence: Colgate won’t just do well
– it’ll apologize for… doing too well, shining too bright
it hides what truly matters.
Credits
Conceptual Creative / Copywriter / Art Direction:
Vu Sinh Quyen BM
Personal Project | Tools: Generative AI, Photoshop
Credits
Conceptual Creative / Copywriter / Art Direction:
Vu Sinh Quyen BM
Personal Project | Tools: Generative AI, Photoshop
ENJOY ANOTHER FRESH WIND:
ENJOY ANOTHER FRESH WIND:
Vu Sinh Quyen BM
Creative Copywriter
An ordinary person craving to
do extraordinary things
Gmail: vusinhquyenbm@gmail.com
Website: https://www.vusinhquyenbm.com
Linkedin: www.linkedin.com/in/vu-sinh-quyen-bm
Vu Sinh Quyen BM
Creative Copywriter
An ordinary person craving to
do extraordinary things
Gmail: vusinhquyenbm@gmail.com
Website: https://vusinhquyenbm.com
Linkedin: www.linkedin.com/in/vu-sinh-quyen-bm