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.

CloseUp, one of the most important toothpaste brands in Brazil, adopted a cause 2 years ago: free kissing. With the concept “Don’t judge, kiss”, the brand adopted an unprecedented positioning in the category, creating mobile campaigns that value diversity.

For the new campaign, we took an opportunity: we were the first brand in Brazil to use a tool that had recently been launched on Instagram, the zoom. The purpose was to create powerful images that could stir debate, engage people and go viral on social networks.

The casting was essential for the campaign to be successful. We looked for people who, from far, could not be identified as men or women. And, when the public used the zoom, they were surprised by the couple and the message of the campaign. The campaign was shown all over Brazil and generated thousands of interactions.

More than 15 million people impacted, 440,000 likes and 220,000 comments. But more than impressive figures, the campaign had another important result: it took prejudice even further from social networks.

To generate even more curiosity and engagement, we launched the campaign when Instagram zoom was still new in Brazil. The posts were starred by couples of different types, but it was only possible to identify the gender of each one of the characters when users used the platform’s zoom. The concept explained the idea “From far or near, don’t judge. Kiss.”

CloseUp, one of the most important toothpaste brands in Brazil, adopted a cause 2 years ago: free kissing. With the concept “Don’t judge, kiss”, the brand adopted an unprecedented positioning in the category, creating mobile campaigns that value diversity.

For the new campaign, we took an opportunity: we were the first brand in Brazil to use a tool that had recently been launched on Instagram, the zoom. The purpose was to create powerful images that could stir debate, engage people and go viral on social networks.