The pandemic is gone, but there are, all over the world, small reminders of it: Social Distancing signs.

How can Closeup, a toothpaste brand that believes that people should get closer, use this?

To launch an appeal to get closer.

We transformed each of those Social Distancing signs into Social Undistancing signs, with the collaboration of a famous Bangkok Based Street Artist. We transformed those signs into invitations to get closer.

We targeted young millennials who are obsessed with art, social media opportunities and with a good sense of humour.

In November 2023 we transformed the streets of Bangkok to turn those useless signs into new media. Over the course of a week, hundreds of those signs became invitations to get closer.

#SocialUndistancing became a trending topic for a week in Bangkok and influencers relayed the message to have their audience discover them all.