Colgate celebrated Mother’s Day by honoring the resilience and determination of Thai mothers through an inspiring film series featuring Moon Shadow—a single mother, boxer, and symbol of strength.

The campaign showcased Moon Shadow’s journey, emphasizing her fighting spirit as both an athlete and a mother. Amplified through digital platforms, the films launched during Mother’s Day and engaged real single mothers as influencers to extend the message. The initiative culminated in October 2023, with Colgate sponsoring Moon Shadow at a premier Muay Thai competition, reinforcing the connection between resilience and the power of a smile.

With :90, :30, and :15 film formats distributed across social and digital channels, the campaign offered a fresh perspective on single mothers as Yimsu (resilient smile) role models, inspiring millions.

More than a marketing campaign, Colgate created a movement to empower single mothers and remind the world of the enduring power of a smile. The campaign’s impact was recognised globally, winning awards from Clio, MAAT, D&AD, and One Show, as well as Silver (Film: Craft Lion - Editing) and Bronze (Film Lion - TVC/Cinema) at Cannes Lions.