_when humans can’t love freely, make robots fall deeply

Closeup believes in bringing people together, regardless of color, race, or belief. To show that everyone should be free to love, we developed two chatbots and brought them together on Valentine’s Day. The experiment sparked debate and encouraged non-normative couples to overcome the barriers that hinder closeness. Awarded at One Show, Spikes Asia, AdStars, and AdFest.

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Client: Closeup Toothpaste.
Creative Agency: MullenLowe Singapore.
Executive Creative Director: Shengjin Ang, Daniel Kee.
Creative Director: Meryke Naude.
Associate Creative Director: Sergey Mastobaev.
Senior Copywriter: Raul Palhares, David Thackray.
Senior Art Director: Yusufcan Kayhan.
Designer: Jose Siojo, Reema Trehan.
Senior Producer: Fuzzy Abideen.
Global Business Director: Sanjai Srivastava.
Account Director: Louisa Cheong.
Senior Account Manager: Hafiz Aliff.
Account Manager: Ee Von Ong Group.
Digital Strategy Director: Mark Haycock.
Global Strategy Director (Personal Care Brands): Adrian Adshade.
Senior Editor: Adam Snyder.
Project Coordinator: Maribelle Seah.
PR Account Director: Huijun Su.
Production House: Whitecoat Productions Singapore.
Producer: Alex J. Guaña.
Production Manager: Julz Johan.
Live Streaming Engineer/Vision Mixer: Tom Ellis.
Director of Photography/Editor: Johann Valencia.
Photographer: Zim Goodman.
AV Engineer: Azri Ali.
AV Assistant: Yazid Sukor.
Development: Enlighted.
Digital Chief Creative Technologist: Denis Seltzer.
Digital Producer: Ruslan Abishev
Developer: Aleksey Nabok.
Post Production: ALL AWARDS Lda.
PR Agency: BOLD Media.
Head of APAC: Oliver Budgen.
Account Executive: Divika Jethmal.