Background

CloseUp is a toothpaste brand in Vietnam targeted at the youth. As a brand, CloseUp is all about expressing closeness.

For Valentine’s Day, we wanted the brand to get positive sentiments by helping couples express their love in a special way.

Problem

The young Vietnamese are uprightly shy about expressions of love.

Solution

Bypass the negative barrier of shyness with something positive.

Idea

Let Love Rule

Results

The video is the no.1 viewed clip in Vietnam with 4,500,000+ views

Turn-over grew 22%, volume grew 14.9%