Closeup - Make Your Move

Closeup is the world’s leading oral care brand and believes barriers to love must be broken. To get past censorship of mainstream media in 16 developing markets, we launched a music video for Valentine’s Day, featuring pop duo The Veronicas. It features 26 A-Z moves to give young adults the confidence to break the barrier and make their move.

Regardless of race, gender, religion, sexuality, or physical appearance, we rallied millennials to be bold and break the barrier to getting closer to the ones they are attracted to.

Modular by design, countries were able to create different edits using selections from these 26 moves to target the immediate barriers to overcome in their society and create conversation and inspiration on YouTube and Facebook as well as individual moves for relevant targeted placement on television, cinema and out of home channels.