SUMMARY
Closeup Philippines, a toothpaste brand, celebrates Pride annually.
In 2024, they challenged Filipinos to change their perspective on queer love by mounting a billboard … read morefeaturing a gay couple in one of the Philippines’ major roads. The couple was separated into two billboards that were far apart–the way society keeps them. Only by looking at them from a different point of view can we see the illusion of the couple getting closer.
It's a call for inclusivity that asks the Filipinos to close the gap with our LGBTQIA+ family.
STRATEGY
In the Philippines, queer relationships are only tolerated and not wholly accepted. This makes it difficult to have outright depictions of love between members of the LGBTQIA+ family.
That was our challenge with Closeup Philippines, a toothpaste brand that encourages you to get closer to others by giving you fresh breath. Using out-of-home media, we came out with a strong message showing a gay couple in love in a country that would rather see them apart.
EXECUTION
We mounted two billboards, each featuring one-half of a real gay couple openly in love, far apart from each other to reflect the unfavorable view of Filipinos toward LGBTQIA+ relationships. Looking at them from a different perspective - literally walking to a specific vantage point, can they only be brought together, creatively communicating the brand's call to close the gap with our queer family.
The billboards were located along a major road in the Philippines called 'Kalayaan', which means 'freedom,' emphasizing Closeup Philippine's line '#FreeToLove.'
RESULTS
Within two weeks, the billboards stirred discussion online and garnered overwhelming support from the LGBTQIA+ community in the Philippines, and even reached the international community. Foreign audiences believed in our message that they also wanted to share it in their own countries.
Results:
1.4 Million Engagements
30 Million Views
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