Situation

Toothpaste brand Closeup believe that barriers shouldn't exist in our world. However in many conservative countries young people are afraid to express their attraction to each other because of taboos imposed on them regarding skin colour, sexuality, class and religion. Even kisses are censored on mainstream channels, skin colour is judged and homophobia is rampant.

Brief

To find a track and artist that embodies the Closeup Valentine’s Day campaign expression and supports the creative idea. The music or song needed to be sensual, intense, youthful, urban and appeal to a international audience of male and female millennials.

Objectives:

To help achieve the right emotional response to the visual narrative: to help inspire young lovers to make their move, express themselves, to be less afraid to get close no matter what barriers they face.

The Closeup film (modular to enable culturally relevant footage in different regions) was rolled out online to 13 conservative countries across Asia (and also Africa) for an audience not used to seeing themselves represented on the screen.

This online film was a part of a wider campaign of TVCs, social activations and behind-the-scenes interviews with the featured couples

Timing was the lead up to Valentine's Day (mid January onwards)