CLOSEUP WHERE #LOVERULES

TitleCLOSEUP WHERE #LOVERULES
BrandUNILEVER PHILIPPINES
Product / ServiceCLOSEUP TOOTHPASTE
CategoryG07. Corporate Purpose & Social Responsibility
EntrantMULLENLOWE TREYNA Makati City, THE PHILIPPINES
Idea Creation MULLENLOWE TREYNA Makati City, THE PHILIPPINES
Idea Creation 2 UNILEVER PHILIPPINES Taguig City, THE PHILIPPINES
Media Placement MINDSHARE PHILIPPINES Taguig, THE PHILIPPINES
PR BRIDGES PR Makati City, THE PHILIPPINES
Production MULLENLOWE TREYNA Makati City, THE PHILIPPINES
Production 2 LITLAB STUDIOS Taguig, THE PHILIPPINES
Post Production LITLAB STUDIOS Taguig, THE PHILIPPINES

Credits

Name Company Position
Leigh Reyes MullenLowe TREYNA Chairman Emeritus and Chief Product Consultant
Mike Trillana MullenLowe TREYNA Chairman & CEO
Abigail Aquino MullenLowe TREYNA Chief Creative Officer
Aimee Sarmiento MullenLowe TREYNA Client Services Director
Kristine Verzo MullenLowe TREYNA Business Lead
Gerald Lim MullenLowe TREYNA Account Supervisor
Jonah Ambata MullenLowe TREYNA Account Manager
Roman Olivarez MullenLowe TREYNA Deputy Executive Creative Director and Copywriter
Iya Parungao MullenLowe TREYNA Senior Art Director
Xanti Gonzalez MullenLowe TREYNA Senior Copywriter
Viboy Palillo MullenLowe TREYNA Director of Brand Planning
Roma Cuyos MullenLowe TREYNA Content and Platforms Manager
Raffy Bariso MullenLowe TREYNA Executive Director for Technology and Platform Services
Regine Mercado MullenLowe TREYNA Content and Platforms Director
Marge Galvez MullenLowe TREYNA Digital Producer
Jhon Louie Cruz MullenLowe TREYNA Front-end Developer
Ding Rugay MullenLowe TREYNA Senior Developer / Creative Technology Administrator
Tricia Torres MullenLowe TREYNA Senior Developer
Sajid Guerrero MullenLowe TREYNA Senior Content Creator
Chinny Basinag MullenLowe TREYNA Content Creator
Leah Uy Freelance Freelance Community Manager
Peach Natividad Google Agency Partnership Lead
Aldrich Juelar MullenLowe TREYNA Website Development Intern
Patrick Gan Unilever Philippines Business Performance Executive
Carmela Guno Unilever Philippines Business Performance Manager
Cara Favila Unilever Philippines Marketing Manager - Oral Care and Deos Category
Apples Aberin Unilever Philippines Unilever Head of Public Relations
Lexi Tan Unilever Philippines Unilever Public Relations Assistant Manager
Rhouel Rallos Mindshare Philippines Digital Manager
Oscar Maalihan Mindshare Philippines Digital Manager
Shaina Siena Mindshare Philippines Digital Executive
Jeffrey Ng Mindshare Philippines Digital Director
Micah Musada Bridges Account Manager
Bianca Isaac Bridges Account Manager
Dominic Nacorda Bridges Director for Events & Creatives
Celine Viray Bridges Group Account Director for Digital PR
Nicole Sarmiento Bridges Associate Talent Specialist
Carmela Ramirez Bridges Project Manager
Angelica Lim Bridges Managing Director
Chelsea Magbanua Bridges Design & Creatives Officer
Jessa Catedral Bridges Design & Creatives Officer
Vanessa Valderamma Bridges Media Officer
Maui Velasco Bridges Media Strategy Manager

Why is this work relevant for Brand Experience & Activation?

The brand, closeup, launched a location-based activation that enabled non-normative couples–couples that lived in a society not created for them–to be free to love. By means of crowdsourcing, closeup identified and amplified safe spaces where couples of all kinds (from LGBTQIA+, has a big age gap, from different cultures or religions, etc.) where accepted, welcomed, and celebrated.

Background

When it comes to love, Philippine society still has preconceived ‘terms and conditions.’ Because of this, a culture of fear and doubt still exists—people, especially those in unconventional relationships, find it difficult to express love publicly. Oftentimes, a simple loving touch is met with prying, judging eyes, With these societal rules in place, does love really rule? Being the catalyst for closeness and acceptance, closeup wanted to encourage people to overcome judgment by making a move. Love rules where we let it.

Describe the creative idea (20% of vote)

closeup created the Where Love Rules Live Map, a 360 campaign that centered on finding, identifying, and amplifying safe spaces for non-normative couples to express love publicly, without fear or doubt. By using the data gathered from couples, we were able to identify 274 safe spaces in one day, and made this available to every couple who needed it by simply visiting an online live map.

Describe the strategy (20% of vote)

The issue of societal rules and judgment towards unconventional love prevails in the Philippines. Instead of backing down, closeup, as the catalyst of closeness, decided to take this head on by activating the location-ness of the #LoveRules. The brand needed to establish something concrete to help push its purpose. With authenticity being a key factor to truly making a difference, what closeup did was to crowdsource the safe spaces from non-normative couples and materialise that in the form of a live map, which other non-normative couples can refer to. It also partnered with relevant influencer couples its audiences know and like to help further push the effort and to get more people to collaborate and share their stories and safe spaces.

Describe the execution (30% of vote)

In partnership with Google Maps, closeup created a live map of safe spaces pinned and available for non-normative couples who needed it. First, couples were encouraged to post a photo on Facebook or Instagram and tag the location of the safe space. These were automatically transformed into location pins on the Where #LoveRules LIVE Map. Anyone in need of a safe space for Valentine’s day was saved. The online to on-ground campaign and the website to run today. As more safe spaces are identified and amplified, more couples are free to love anywhere they may choose.

List the results (30% of vote)

By using data-driven technology to give everyone the power to claim their own safe spaces, closeup helped create a community that is truly free to love, and convey the message that love rules wherever we let it. · 274 identified safe spaces · 12,550,229 total reach · 266,055 total engagements · 3.42% average engagement rate (vs. 3.0% industry benchmark) · 85 social brand equity (all time high for closeup) · 299 purpose index (3x vs. Unilever and non-Unilever brands)

Please tell us how the brand purpose inspired the work

Closeup has always been a brand that stood for love, for closeness. And through the years, the brand has recognized that closeness needed to be opened for everyone. From heteronormative relationships in previous campaigns, it has evolved into amplifying stories that feature unconventional relationships. Representation even in advertising. Putting money where its mouth is, closeup wanted to create a real solution to a real problem. How can we get unconventional couples to truly experience our brand purpose? How can we get non-normative couples to be Free to Love?