while everyone went with cavities, moms, and dentists – we focused on the youth and what really

mattered to them; the thrill and excitement of getting physically closer.

CONFIDENTIAL
CONFIDENTIAL
 will be a catalyst

that moves people closer

to inspire people to turn mutual attraction into

action, free from self-doubt and the judgement of

others to be

CONFIDENTIAL 11
OUR MANIFESTO

https://www.youtube.com/watch?v=e-x7vCBcXz4
We not only SAY, but also DO

#freetolove Expert
community consulting
FUNCTIONAL BENEFITS
We make mouths look, smell, feel and taste amazing, so that
when you’re ready to make your move, your mouth will be too.

Freshness platform: All-day, always-on, Whitening platform: effective and visibly

unrivalled and heightened sensorial, superior whitening delivered through always
stimulating a mouth freshness active, whitening agents (relax… our
delivered with closeup amazing freshness isn’t
unique gel and mouthwash going anywhere, so, of course,
formulation (Spoiler even our whitening products will
alert: We have more Still be delightfully fresh)
exciting formats and
products coming
your way)
Highlighted product
in purpose campaigns
YOUR CHALLENGE
Let Vietnamese youngsters know & feel inspired & motivated with
Closeup’s brand purpose #freetolove & highlight superiority of freshness for confidence
to get closer via purpose.

OUR PRODUCT
long-lasting fresh
breath, so that
you’re always
ready to get close

DELIVERABLES
A digital campaign with no TVC or video asset
on Valentine 2021 that address the given challenge
in the post Covid-19 scenario.
TRIGGERS & BARRIERS

WHAT PEOPLE ARE DOING NOW WHAT WE WANT THEM TO DO

Use whatever toothpaste they find on the sink at home. Yeah, i’ll give closeup a try. Maybe i should ask mom to get it
for me. Or i can also get it myself.

WHAT THEY’RE THINKING & FEELING WHAT WE WANT THEM TO THINK, FEEL, BELIEVE

I don’t really think or feel about toothpastes. Lol. Irrational driver: i love closeup. It’s a brand that believes in,
Anyway, all toothpastes are the same so whatever. celebrates, and support me to come out with freedom to love.

Rational justification: also, it gives me long-lasting fresh breath

to be confident physically.
TARGET AUDIENCE
Youngsters 18 – 25 years old in Urban cities
OUR VALUE & PERSONALITY
(our vibe, how we present ourselves)
our values
(what we hold close to our hearts)
#progress
pursuing the most confident, most attractive, and
happiest versions of yourself — just go for it!
#liberation
breaking free from self-doubt and the judgement of
others, so that you can go after what makes your
heart beat louder, faster.
#closeness
attraction, and all the amazing things that follow
when you muster up the confidence to act on it.
our personality
(our vibe, how we present ourselves)
#imaginative
we imagine possibilities vividly. and our optimistic view of the
world and of people is infectious and inspiring. imagine it
and then make it happen!
#playful
we say and do things in an enjoyable and uplifting way.
we don’t take things (especially ourselves) too seriously.
#spontaneous
with closeup, not one moment is dull or staged. when
attraction strikes, the chance to get close may not come
twice, so why wait or hesitate? deep breath…and go!
JUDGING CRITERIA
• INSIGHT IDENTIFICATION (30%) • DEPLOYMENT PLAN (20%):
o What is the communication target audience we o How to deploy your campaign idea in
should select to drive attention? digital touch points?
o What is their current behavior, tension that we o How can we execute differently to
can uniquely address? stand out?

• BIG IDEA (50%)

o How Closeup #freetolove can be? What is
provocative element that we can drive
attention & talk-about?
o Is it relevant to our TA?
o Does it deliver our brand purpose #freetolove?
o Is it relevant to Closeup?
o Is it different/ creative/disruptive?
o Is it feasible?

Questions are for reference only. There is not necessary to answer each question in submission.