Product / ServiceCLOSEUP
CategoryA04. Use of Licensed or Adapted Music
Production 3 NEON SOUND Singapore, SINGAPORE


Name Company Position
Pabz Alexander EL Films Director
Michael Ahmadzadeh EL Films Executive Producer
Rory Cavanagh EL Films Producer
Mark Tipper R/GA Executive Creative Director
Pei Ling Ho R/GA Associate Creative Director
Jia Ying Goh R/GA Associate Creative Director
Dorothy Peng R/GA Group Account Director
Alex Thoma R/GA Account Director
Paige Lin R/GA Senior Account Executive
Adele Huang R/GA Senior Content Producer
Alicia Yueh R/GA Content Producer
Marianne Whitman R/GA Senior Producer
Riku Vassinen R/GA Planning Director
Sharon Yar R/GA Senior Art Director
Kaixin Cai R/GA Senior Copywriter
Severine Vauleon Unilever Global Brand VP
Paul Katimbang Unilever Global Senior Brand Director
Gem Laforteza Unilever Global Brand Manager
Yunwen Wong Unilever Global Assistant Brand Manager
Farhana Ja'Afar Big Sync Music Music Supervisor

The Campaign

To evade mainstream media censorship, the film uses popular music to reach out to millennials on Facebook and YouTube - social channels that censors often overlook. Hidden in plain sight, 26 culturally relevant gestures of affection (the A-Z of barrier-breaking moves) were featured in an online music video featuring pop duo The Veronicas. These moves represent those who feel ‘invisible’ in their country and aim to inspire them to make their moves too and not to be afraid. The video features a diverse cast of men and women including real couples.

Creative Execution

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) This case study video was created by the creative agency in March 2017. Since March the reach and views of the film have risen. -          90.4 million reach across all countries -          29.1 million video views - YouTube & Facebook (compared to Closeup's 2016 online campaign which received views of 11.6 million) - Increased 237.5% Facebook Likes Thousands of consumers wanted to know more about the music and what the track was - although The Veronicas were not well known in the campaign regions, the music, lyrics and the way it supported the visuals perfectly was well received. Young people commented online about how inspired they felt by the video and its A-Z of barrier breaking moves - sharing their own moves and experiences.

As pop music has always been the medium to help young people push boundaries, this film from toothpaste brand Closeup is presented as a music video to inspire young people in conservative countries to challenge the establishment, break taboos and freely express their attraction to each other. The use of the sensual electronic dance track 'In My Blood' by pop duo The Veronicas is the perfect vehicle for the visual and written on-screen messages. The lyrics support the creative but The Veronicas themselves also represent the same values as Closeup - diversity, closeness, freedom of expression.

As well as exploring various options from original composition to existing EDM tracks, everyone involved creatively agreed that when it came to the music, using a song rather than simply an instrumental track would work well so long as the words and the artist were relevant. 'In Your Blood' by The Veronicas was a favourite with the brand and agencies from the start. The artists themselves embody a similar expression to that of Closeup in their craft, social influence and stand: owning your identity, embracing diversity and love. The song,'In My Blood' reflects this campaign's creative idea with the lyrics perfectly capturing the universal desire to find a connection against all of the odds.


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