Closeup creates the world’s first metaverse-hosted, NFT marriage certificate minting marriage-registrar which recognises all couples

MullenLowe Singapore has partnered with Closeup, a Unilever oral care brand that has championed closeness for over 50 years, and has always believed in the freedom to love. The brand has continuously inspired couples of all kinds to get closer, untethered from self-doubt and external prejudice.

Many couples are still denied the right to marry due to their relationships. These include couples of inter-racial, inter-caste, inter-faith and same-gender relationships, many of which are still unacceptable in the eyes of key institutions. Closeup enters the metaverse and invites couples to break free from real-world constraints to celebrate their union in Decentraland, a 3D virtual world powered by blockchain technology.

Visit the ‘Closeup City Hall of Love’ here.

Although getting close to someone you love is a universal instinct, it is not yet a universal right. ‘Closeup City Hall of Love’ is an immersive virtual experience where diverse couples can ‘mint’ their very own NFT marriage certificate and immortalise their love on the blockchain forever. They can create avatars, explore, and interact with their very own wedding official in the space. The experience will include a proposal and end with the minting of their NFT certificate.

Gaurav Datta, Global Brand Vice President of Closeup, said:“Closeup is an oral care pioneer with uniquely designed products that deliver unbeatable freshness, giving our consumers the confidence to get close. We believe that love of all kinds is special and must be championed. Our foray into the Metaverse with Closeup City Hall of Love is another initiative to build safe spaces that celebrate equality and inclusion and inspire people to act on their mutual attraction, free from self-doubt and judgement, so they can experience closeness on their terms.”

“Whilst NFT marriage certificates are not legally binding in any country, nor do they hold legal power under the laws of any country, this experience still matters to us – and for us it is valid. It is important that we normalize relationships like “ours” in every pocket of society. We are very happy to be one of the first couples to experience this and share this moment with our friends.” Neil and Jad, the first couple united at the Closeup City Hall of Love.

MullenLowe Singapore’s ECD Daniel Kee, said the metaverse is an open world with room for simple truths and dreamy idealism. “The activity represents a way to connect with new consumers, and it is here that we still have a chance to get things right, set an example, break down barriers and uphold the right to love.”

Closeup hopes to inspire lovers, spark conversations and ultimately pave the way to create change for a future where the right to marry is equal for all.