Closeup, a well-known Unilever dental care brand, is creating a stir in the vibrant metropolis of Bangkok. For the first time in its fifty-year history, Closeup is venturing into uncharted territory, continuing its reputation for boosting the confidence and breath of millions. Once marked by social distance signs—a sobering reminder of the solitude caused by the pandemic—the streets are now seeing a change. These once-separate symbols are now thriving expressions of desire for intimacy thanks to an innovative partnership between Ogilvy PR and Lucky Leg, a neighbourhood graffiti artist known for his daring and influential style.
The Artistic Revolution by Lucky Leg
Lucky Leg’s approach to street art is nothing short of revolutionary. His work, characterized by bravery and an unapologetic fearlessness, resonates deeply with Closeup’s mission. The “Get Closer” message, brought to life through his distinctive urban artistry, is turning these redesigned signs into more than just visual spectacles. They are now interactive beacons, inviting passers-by to engage in moments of physical connection, breaking the barriers built over the pandemic years.
Interactivity and Social Media Buzz
These signs, once symbols of caution, are now platforms for interaction. People across Bangkok are encouraged to not just view but be a part of this art, creating spontaneous connections. As these experiences are shared on social media, the campaign morphs into a collective celebration, a testament to human closeness in the digital age.
Gaurav Datta’s Vision of Closeness
Gaurav Datta, the Global Brand Vice President of Closeup, shares his vision, “We believe that the power of actual human connection is more crucial now than ever before. These Covid signs in our environment are silently perpetuating an attitude of distance and separation even now. To counter this, we want our revamped signs to be a symbol of hope, resilience and a reminder that relationships are more meaningful when they are physically close. We are encouraging everyone to ‘Get Closer’ not only in physical proximity but as a means to build stronger emotional connections. In the exceptionally vibrant city of Bangkok, this campaign is an invitation to embrace the city and one another, and celebrate the endless possibilities it offers together.”
A Global Movement Beyond Marketing
This campaign transcends its marketing origins, evolving into a powerful symbol of the enduring strength of physical intimacy and shared connections. As social media platforms fill with stories of heartfelt embraces in front of Closeup’s spirited signage, the campaign becomes a testament to the joy and exhilaration of coming closer.
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Redefining Urban Landscapes and Human Connections
Closeup’s initiative in Bangkok sets a new standard in the industry. It shows how creativity and determination can turn symbols of separation into emblems of warmth and closeness. By repurposing the remnants of a bygone era, Closeup is not just altering the urban landscape; it’s reshaping the narrative of human connection, proving that unity and togetherness can prevail even in challenging times.
In a world eager to reconnect, Closeup’s campaign in Bangkok stands as a beacon of hope and a call to action. It urges us to break free from the constraints of the past and embrace a future built on the foundation of closeness and shared human experiences.
