Closeup Escape

Agency: MULLEN LOWE VIETNAM
Client: CLOSEUP
Project: CLOSEUP ESCAPE
Art Director: My D.

I had a chance to create ideas and execute a small campaign for a Closeup event during Valentine's. Closeup's brand purpose is bold, brave, and young. Therefore, we approached consumers on Valentine's with a different angle to make it different from the cheesy love.

Nowadays, many youngsters have been celebrated as being single-by-choice. But in reality, they are afraid of getting hurt or being rejected, so they build walls to lock themselves inside. Safe but lonely. CloseUp realized these invisible walls and encouraged people to break out of this FA (Forever Alone) life.

“Do you want to break these walls? Want to free yourself from FA life and get an exciting experience of love? Of course, you can not do it alone! You have to find your Michael Scofield - partner in crime - to help you break out from this prison. The good thing is that with Closeup’s long-lasting freshness, you have a key to connect with other FA jail prisoners and find out who is your most suitable partner-in-crime.

Break these walls - free your heart
Fear of being rejected = Prison = FA
BREAK the prison = BREAK the FA = in a new relationship!”

The meaning of the campaign was just simple like that!

PHASE 1: TRIGGER

Arouse curiosity among FA youngsters about the concept of this event

PHASE 2: ENGAGE

Build up excitement for the event through social media activities

PHASE 3: AMPLIFY

Capture FA youngsters break out of the prison and recap the event

PHASE 1