Closeup breaks barriers with an Innovative Digital Film
View(s):Unilever Sri Lanka’s Closeup toothpaste has made headlines with its latest initiative. Closeup has always been a brand that has pioneered challenging the oral care status quo. The brand’s purpose has been to bring couples physically closer, thereby breaking category conventions and all barriers by focusing on the emotional and social benefits of fresh breath rather than just oral problems. With breaking barriers at the heart of the brand, Closeup has always strived to produce the most creative work possible. In Sri Lanka, the brand has touched upon many love stories that society previously found unconventional, the brand said in a media release.
What has stood out most recently is the brand’s latest campaign, which tackles two conventions that society heavily weighs upon when it comes to love – age and race. These are two of the most hotly debated topics, yet few are bold enough to normalise them. “That’s why it’s fascinating to see Closeup using its purpose to drive this message to a larger audience,” the statement said.
While the brand has taken bold steps to break barriers and showcase how society often dictates terms and imposes constraints on unconventional relationships, what’s even more important is how the brand crafted a love story in a vertical format symbolising the constraints of a narrow-minded society. This is the first-ever vertical film shot entirely in a vertical format, marking another bold step fuelled by Closeup’s confidence.
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