As a brand that promotes closeness among people, CloseUp launched a global campaign called #FreeToLove, which preached the freedom to love without prejudice and regardless of race, gender identity, religion or age.

Our team had the challenge to contextualise this message into the Brazilian culture, a country where less than 60% of the young people feel totally free to love and 50% still keep their love in the shadows, according to a survey.

So, we needed to break the standards and shout-out that love is a universal right.

A survey revealed that only 60% of Brazilian young people feel they are totally free to love, other 50% still keep their love in the shadows.

In order to launch CloseUp’s global campaign #FreeToLove, our team decided it should be set during one of the loudest and proudest celebrations of love: Sao Paulo’s pride parade, known as the biggest LGBTQIA+ parade in the world.

As a way to encourage people to shout-out their love, the team created in partnership with Facebook an augmented reality filter that would only react when two people appeared together on the screen, moreover, the filter was connected to OOH along the parade route.

That way, CloseUp brought not only a filter to enable everyone to register and share their freedom to love through Facebook but also surprised them with their own real-time photos on OOH digital displays along the parade.

The team decided to break the standards, launching its purpose campaign #FreeToLove at Sao Paulo’s 2019 pride parade, known as the biggest LGBTQIA+ parade in the world.

As the brand promotes closeness among people and Brazil has the 2nd largest audience on Facebook, we decided to join forces with them to create a brand new augmented reality filter for social media that reacts only when people get together.

Combining a brand’s true purpose with the largest LGBTQIA+ event in the world and adding creativity and a flavor of technology to help people spread the freedom to love was the best strategy for this action.

Prior to Sao Paulo’s 23rd LGBTQIA+ pride parade, in 2019, we changed the brand’s avatar on social media to “CLOSE” (which is also used as a slang in the LGBTQIA+ Brazilian community for “slay”) and released a series of educational content with people from the community talking about how being free to love is empowering.

Then, during the event, we enabled the augmented reality filter for Facebook and Instagram, where people could grab their loved ones to take a selfie and express their love freely.

Through a CloseUp Bot, the photos would appear across all OOHs at the parade’s route, generating hundreds of dynamic ads in real time.

• Impacting from 3M people at the parade to 30M people on Facebook and Instagram

• Hundreds of dynamic ads were generated in real time

• The campaign drove brand affinity 10x higher than the industry average

• 6x higher brand association with the cause