Digital Marketing Asia 2024 Singapore
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Closeup asks consumers to get bold and make their move

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Coinciding with Valentine’s Day, R/GA Singapore has unveiled new work for Closeup chronicling inventive ways people break barriers to intimacy around the world.Make Your Move continues Closeup’s celebration of mutual attraction, but has evolved to acknowledge and explore cultural differences that can curtail it. By highlighting some surprising secret expressions of affection from a diverse group of real-life couples, the work addresses how closeness can overcome confines. Your Move is a campaign of TVCs, online films, social activations and behind-the-scenes interviews with the featured couples. All the stories are real and were gathered in countries such as Nigeria, The Philippines, India and Brazil. Time-honoured ways to woo, like love letters or sidling up in a cinema are included, and some that are more unconventional - such as staged phone dropping and coded glances.“The desire for closeness is universal, but religion, race, sexuality, age, distance, social convention, parental expectation and a myriad of other factors can become romantic roadblocks, depending on where you are in the world,” said Severine Vauleon, global brand vice president, Closeup, Unilever. “We believe that mutual attraction should know no boundaries, and wanted to show how love is finding a way,” he added.R/GA Singapore's executive creative director, Mark Tipper, said that highlighting diversity was integral. “Make Your Move recognises that sometimes just making the first move means challenging stereotypes, that touching pinkie fingers in public is an act of bravery, or that celebrating Valentine’s Day can be a form of rebellion,” he said.

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