#FreeToLove Posted on | Campaign Brief Asia

Closeup launches #FreeToLove using series of web films promoting closeness in the Philippines via MullenLowe

For almost 50 years, Closeup Toothpaste has always stood for confidence to act on one’s attraction. Attraction has evolved with the times, but many young people in the Philippines are still restricted by cultural mindsets and media portrayals that hinder them from getting close.

As a champion for Closeness, Closeup, via their creative agency MullenLowe Philippines, has launched #FreeToLove, a movement that supports closeness of all kinds – regardless of gender, age, race, class.

Agency: MullenLowe Philippines  
Chief Creative Officer: Leigh Reyes
Executive Creative Director: Abi Aquino
Creative Director: Roman Carlo Olivarez
Art Director: Iya Parungao
Copywriter: Colleen Legaspi
Producer: Bunny Hukom
Business Director: Kristine Verzo
Planner: Arneil Cariquitan
Account Manager: Tricia Egargo
Planning Director: Viboy Palilo
Senior Art Director: Gerald Lim

Client: Unilever Philippines
Marketing VP: Dorothy Dee-Ching
Marketing Director: Cara Favila
Brand Manager: Jam Muñasque
Brand Manager: Cella Ozaeta
Asst. Brand Manager: Chiqui Tapawan
PR Director: Apples Aberin
PR Manager: Lexi Tan

Digital Agency: Cas Ongkiko, Marga Andrews, Rose Reyes – NuWorks

Media Agency: Anna Delos Santos, Jeff Ng – Mindshare

PR Agency: Marc Amoranto, Kara Santiago – Spark It Marketing Communications

This article was originally published on Campaign Brief Asia