Title | CLOSEUP WHERE #LOVERULES |
Brand | UNILEVER PHILIPPINES |
Product / Service | CLOSEUP TOOTHPASTE |
Category | G07. Corporate Purpose & Social Responsibility |
Entrant | MULLENLOWE 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 |
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 | 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 |
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.
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.
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.
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.
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.
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)
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?