Closeup: City Hall Of Love - Using Web 3.0 to make the world we live in more inclusive

Cleef Chong, Jonathan Nienaber

Oral hygiene brand Closeup created the City Hall of Love, a metaverse destination, as part of its global campaign to earn media, expand its reach and drive conversions around its brand value of freedom to love.

Campaign details

Brand: Closeup (toothpaste) Brand owner: Unilever Entrant company: MullenLowe SingaporeIdea creation: MullenLowe Singapore Market: Global Sector: Oral health Budget: Up to 500k

Executive summary

Activists, NGOs and brands have historically fought against the structural oppression of love, taking to the streets and resisting discriminatory laws and norms. Their efforts have raised awareness, changed perceptions, garnered support and, in some cases, changed laws and regulations. But recently, decades of social and political progress have been rolled back by the decision of a few individuals (e.g.,...

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