The regulations on toothpaste advertising in Brazil are the same as the general rules for advertising in the country, and it doesn't suffer any additional restrictions from specific health regulations.

We brought real couples who suffer from prejudice to the studio and covered them in paint to be photographed kissing their partner. We also made special handmade typography exclusive for each one of them with our campaign’s message “Don’t judge. Just kiss". The photographs were displayed on sponsored posts on instagram targeting users all over the country, serving as a canvas of free love and acceptance, showing that no kiss is different and the couples being shown are not to be judged.

The campaign was released on the brazillian kissing day and took both the streets and the internet. The out of home campaign was placed in São Paulo for a week and the sponsored posts on instagram are still going on to this day, directed to users all over Brazil.

We realized through thoughtful research that even though social media love is growing everyday, there is a large crowd that is against free love - and this crowd is filling social networks with prejudiced comments. So we targeted people all over the country with kisses of every kind with a clear message: “Don’t Judge. Just Kiss.”

Social media networks are full of affection and people showing their love. But it’s filled with prejudice and hateful comments made by those who don’t understand that love is for everybody. So Closeup, known as the toothpaste for kissing in Brazil, had to step in and release a campaign to tell people on instagram to stop judging and love more.