WKSH: You Can’t Mask A Smile

The world was turned upside down by COVID-19 and masks became a daily essential. And though they keep us safe, they cover humanity’s most simple and beautiful expression — the smile. Wieden+Kennedy Shanghai wanted to fix that, so we launched a public awareness campaign to bring a little positivity to the world, especially in China, where masks were the law.

The idea was simple. The team took a series of fun and quirky portraits that showed people wearing masks and smiling from ear to ear, but the smiling faces weren’t their own. The portraits are a combination of our lovely W+K colleagues wearing masks that feature smiles from different faces throughout the building.