The Problem
In the crowded oral care market, Closeup had a challenge: freshness had become a commodity. Mint. Cold. Blue. Every brand said the same thing, and no one really felt it anymore.
To launch Closeup’s new Fresh Attraction range, we needed to go beyond taste or hygiene. We needed to turn freshness into a full-body experience.
To launch Closeup’s new Fresh Attraction range, we needed to go beyond taste or hygiene. We needed to turn freshness into a full-body experience.
The Insight
Freshness isn’t just a flavor. It’s chemistry.
It’s the spark between two people. That breathless second before a kiss.
And when your mouth feels truly fresh, your confidence rises; and so does your attraction.
It’s the spark between two people. That breathless second before a kiss.
And when your mouth feels truly fresh, your confidence rises; and so does your attraction.
The Story We Told
We didn’t just show freshness.
We immersed people in it.
The entire campaign was shot underwater to dramatize a feeling of weightlessness, a metaphor for the intense, almost electric freshness of the new Closeup.
We immersed people in it.
The entire campaign was shot underwater to dramatize a feeling of weightlessness, a metaphor for the intense, almost electric freshness of the new Closeup.
Every element — from the crystal-like visuals bursting from the toothpaste, to the lovers floating in slow motion toward each other — was crafted to trigger a sensory response.
Not clean. Not cold. But the kind of freshness that gives you courage to get closer.
Not clean. Not cold. But the kind of freshness that gives you courage to get closer.
The Outcome
The campaign helped Closeup reclaim its space as a bold, youthful brand.
It delivered record engagement across Southeast Asia, drove a spike in brand affinity, and sparked double-digit growth in sales.
But most importantly, it made people feel something again.
Because when freshness is a feeling, not just a claim, the attraction becomes undeniable.
It delivered record engagement across Southeast Asia, drove a spike in brand affinity, and sparked double-digit growth in sales.
But most importantly, it made people feel something again.
Because when freshness is a feeling, not just a claim, the attraction becomes undeniable.
MullenLowe Singapore
CCO: Erick Rosa
Creative Lead: Martin Coppola, Meryke Naude.
Art Director: Meryke Naude, Fabio Santos.
Copywriter: Josh Armstrong
Production: Felicia Tan.
Strategist: Jon Ninaber.