Close-up: Dont Judge. Kiss.

Credits & Description:

Nomination: Health And Wellness
Category: Consumer Products: Otc Applications
Award: Silver Lion
Titile: Dont Judge. Kiss.
Alternative title: No Juzgues
Agency: F.Biz
Brand: Unilever
Country: Brazil
Advertising Agency: F.Biz, São Paulo
Entrant Company: F.Biz, São Paulo
Media Agency: F.Biz, São Paulo
Pr Agency: F.Biz, São Paulo
Production Company: F.Biz, São Paulo
Assistant Art Director: Leticia Rodrigues (F.biz)
Project Manager: Talita Hirahata (F.biz)
Art Director: Tarso Soares (F.biz)
Project Manager:  Rafael Greiner (F.biz)
Project Manager: Amanda Pretini (F.biz)
Illustrator: Estudio Pum (Estudio Pum)
Creative Director: Fabio Astolpho (F.biz)
Project Manager: Cristiani Sameli (F.biz)
Media Manager: Daniela Barbieri (F.biz)
Media: Felipe Peres (F.biz)
Chief Creative Officer: Guilherme Jahara (F.biz)
Copywriter: Laura Azevedo (F.biz)
Assistant Art Buyer: Amanda Coteski (F.biz)
Assistant Art Director: Marcello Costa (F.biz)
Photographer: Mário Daloia (Mário Daloia)
Account Manager:  Mariana Corrales (F.biz)
Art Buyer: Camila Serena (F.biz)
Content Writer: Mariana Hasselmann (F.biz)
Content Director: Renata Longhi (F.biz)
Creative Director: Rodrigo Senra (F.biz)
Producer: Eduardo Paiva (F.biz)
Account Manager: Gabriela Almeida (F.biz)
Account Director: Kika Palhares (F.biz)
Media Director: Luciana Prado (F.biz)
Retouching: Marco Cezar (Marco Cezar Imagem)
Campaign Description:
We brought real couples who suffer from prejudice to the studio and covered them in paint to be photographed kissing their partner. We also made special handmade typography exclusive for each one of them with our campaign’s message “Don’t judge. Just kiss". The photographs were displayed on sponsored posts on instagram targeting users all over the country, serving as a canvas of free love and acceptance, showing that no kiss is different and the couples being shown are not to be judged.
Execution:
The campaign was released on the brazillian kissing day and took both the streets and the internet. The out of home campaign was placed in São Paulo for a week and the sponsored posts on instagram are still going on to this day, directed to users all over Brazil.
Brief with projected outcomes:
The regulations on toothpaste advertising in Brazil are the same as the general rules for advertising in the country, and it doesn't suffer any additional restrictions from specific health regulations.
Synopsis:
Social media networks are full of affection and people showing their love. But it’s filled with prejudice and hateful comments made by those who don’t understand that love is for everybody. So Closeup, known as the toothpaste for kissing in Brazil, had to step in and release a campaign to tell people on instagram to stop judging and love more.
Strategy:
We realized through thoughtful research that even though social media love is growing everyday, there is a large crowd that is against free love - and this crowd is filling social networks with prejudiced comments. So we targeted people all over the country with kisses of every kind with a clear message: “Don’t Judge. Just Kiss.”