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