Not every love story should be about a boy and a girl says Ki Saigon’s campaign for CloseUp

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Close-up.jpgFor Valentine’s day, Ki Saigon and Unilever’s brand CloseUp developed a compelling and emotional story that challenges the conventions of love. This content sets up the Valentine’s day campaign that CloseUp has been celebrating since many years with the youth of Vietnam.

To bring to life the CloseUp mantra of ‘love has no boundaries’ Unilever Vietnam approached Ki Saigon to identify a story that puts this thought to test.

Unilever Viet Nam’s Beauty & Personal Care Marketing Vice President Nguyen Thai Hai Van elaborates, “We wanted to tell an authentic story of the struggle that the young generation feels when it comes to love, but not in a conventional way. We wanted to be bold”.

Close-up2.jpgClose-up3.jpgThe brand decided to take a strong stand to support all love regardless of gender, social class, religion or age.

Ki Saigon’s Creative Director Kumkum Fernando, who wrote and directed the film adds, “The brief was inspiring and the client is brave. It is a subject that our agency believes in and we wanted to bring it out with honesty. Working together with Director of Photography – Ray Lavers gave the film the right feel.”

The campaign comes with host of social initiatives in which every social interaction is incentivized towards a donation that builds the Vietnam Youth Support Fund. This fund helps fulfill the dream of coming together for the less fortunate couples and the disadvantaged across the country.

The content is being aired on social media and online channels. The initial response has been over-whelming by the brand getting more than 7 million views in just 1 day beating the country average of 1.8 million views by 4 times.

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