Consumers were encouraged to pose for a photo and ‘share a smile for charity’ their snap appearing on a large format digital billboard outside the centre.
Free samples were handed out, and participants were directed to Colgate’s Facebook page where every photograph of a smile is worth ten smiles, comments count as two smiles, and ‘likes’ are treated as one smile.
The campaign is part of a wider initiative created by VML London and produced by Grand Visual to Keep Britain Smiling.
Colgate’s aim is to collect one million ‘smiles’ this summer, in support of children’s charity Barnardo’s.
Once its smile-o-meter reaches its target it will then make a £100,000 donation to Barnardo’s.
Barnardo’s assistant director Allan McLaren said: "Barnardo’s are delighted to be involved in such an imaginative and ground breaking campaign. £100K really will change the life for thousands of the most disadvantaged children across the UK. On behalf of all these children I would like to say a huge thank you to Colgate and to all the agencies and experts who are making this possible."
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