Closeup #MakeYourMove Film Series - Conquering Self-Doubt | Clapboard Ad Archive

Closeup #MakeYourMove Film Series

Description

Closeup’s #MakeYourMove Film Series, launched in the Philippines in September 2019, is a compelling campaign crafted by MullenLowe Group that uniquely blends storytelling with the beauty industry's core message of confidence and connection. This film series features three diverse narratives that delve into the universal experiences and barriers that prevent people from getting closer, such as discrimination, social judgment, and emotional baggage. At the heart of these stories is the revelation of the biggest obstacle—self-doubt—and the empowering message that one can overcome it through courage and self-assurance. One standout film, "She’s Dating A Youngster," challenges societal norms by portraying a couple where age is portrayed as just a number, emphasizing that genuine connection transcends external judgments. Closeup leverages this narrative to inspire viewers to embrace their own love stories boldly, encouraging them to #MakeYourMove and be #FreeToLove. By addressing real-life emotional struggles and societal pressures, the campaign establishes a strong emotional connection with its audience, positioning Closeup not just as a beauty brand, but as a catalyst for confidence and personal empowerment. These films are designed to go beyond traditional advertising by fostering empathy, inclusiveness, and inspiration, prompting viewers to rethink their own fears and embrace intimacy with openness and conviction. This approach strategically enhances brand relevance and loyalty by linking Closeup’s product promise with the aspirational idea of breaking barriers to love and connection in everyday life. The campaign’s thoughtful blend of storytelling, social insight, and aspirational messaging demonstrates a powerful communication strategy that resonates deeply within its cultural context, motivating people to overcome self-doubt and truly make their move toward closer relationships.

Credits

Client

Closeup

Agency

MullenLowe Group, MullenLowe Philippines, Makati City, Philippines

Producer

Jenny Abad-Santos

Account Management

Tricia Egargo, Gerald Lim, Kristine Verzo, Aimee Sarmiento

Copywriter

Colleen Legaspi

Art Director

Iya Parungao

Creative Director

Roman Carlo Olivarez

Executive Creative Director

Abi Aquino, Leigh Reyes

Campaign Proposition

The Closeup #MakeYourMove Film Series campaign centers on the brand’s core proposition of empowering individuals to overcome internal barriers—primarily self-doubt—in order to confidently pursue romantic connections. By highlighting how self-doubt eclipses external obstacles such as discrimination, social judgment, and emotional baggage, the campaign positions Closeup as a catalyst for personal confidence and authenticity in intimate relationships. This promise aligns with the brand’s broader value of fostering closeness through genuine self-expression and courage. Strategically, the campaign leverages culturally resonant narratives rooted in common social challenges faced by its target audience in the Philippines. The use of three distinct love stories allows for a nuanced exploration of diverse relational dynamics, breaking stereotypes around age, social acceptance, and emotional vulnerability. This narrative approach acknowledges the complexities and emotional hesitations of young adults navigating love, effectively engaging viewers by reflecting their lived realities and aspirations. The #MakeYourMove hashtag serves as a call-to-action, reinforcing the message of empowerment and encouraging audience participation in redefining intimacy norms. By integrating emotional storytelling with relatable themes, the campaign aims to deepen brand relevance among youth seeking affirmation to express love freely, thus carving a meaningful space for Closeup within the competitive beauty market.

Creative Device

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. This campaign fits the Exemplary Story format because it centers around three narrative-driven films, each following couples facing real emotional and social barriers—discrimination, judgment, and self-doubt—in their journey to get closer. The narrative arc in each film highlights conflict, showcases individual struggle, and resolves with the protagonists overcoming obstacles, with Closeup playing an enabling role by providing the confidence to #MakeYourMove. The storytelling places the product as a catalyst in helping characters achieve intimacy, directly tying their resolution to the brand’s promise.