CloseUp's global brand proposition 'Free to Love' encourages young people to breakdown the barriers and fight for love (in all its forms). As nice a sentiment as that is, in the more conservative Middle East, this statement is quite contentious.
So, to make the line more palatable for the region, we put a little spin on their proposition and developed a 360 campaign that genuinely resonated. I broke down my own barriers developing this, which included an understandably apprehensive client and a very rigid government, but love conquers all (yeah I said it, and I hate me for it too). The final output is a far cry from what I originally envisioned, but you need to love all your babies right? Even the ugly ones.
Here's the microsite: https://www.close-up.com/arabia/en/give-love-a-chance.html
And you can check out the work below.
Made at JWT, Dubai
