For almost 50 years, Closeup Toothpaste has always stood for confidence to act on one’s attraction. Attraction has evolved with the times, but many young people in the Philippines are still restricted by cultural mindsets and media portrayals that hinder them from getting close. As a champion for Closeness, Closeup launched #FreeToLove, a movement with Mullenlowe Philippines that supports closeness of all kinds – regardless of gender, age, race, class.
For #FreeToLove to better resonate locally, the brand partnered with a diverse range of influencer couples who have lived through and have overcome their respective hurdles.
Their experiences were captured via long-form videos with a sit-down straight-to-cam Q&A format. Instead of fictional re-enactments or acted-out documentaries, the interview treatment was the best way to elicit genuine emotions from the couples.
MULLENLOWE PHILIPPINES
President & Chief Creative Officer: Leigh Reyes
Executive Creative Director: Abi Aquino
Creative Director: Roman Carlo Olivarez
Copywriter: Colleen Legaspi
Art Director: Iya Parungao
Brand Planning Head: Viboy Palillo
Strat Planner: Arneil Cariquitan
Business Unit Director: Kristine Verzo
Management Supervisor: Gerald Lim
Account Manager: Tricia Egargo
Producer: Bunny Hukom
UNILEVER PHILIPPINES
Marketing VP: Dorothy Dee-Ching
Marketing Director: Cara Favila
Brand Manager: Jam Muñasque
Brand Manager: Cella Ozaeta
Asst. Brand Manager: Chiqui Tapawan
PR Director: Apples Aberin
PR Manager: Lexi Tan
