Communication developed by Mediabrands will feature OOH and digital advertising with a squad of influencers
Closeup announced its activations for the LGBTQIAP+ Pride Parade, which will take place on Avenida Paulista, in São Paulo, on June 2nd.
Developed by Mediabrands, through the MullenLowe and Initiative business units, the brand presented the “Kiss Closeup for Haters” campaign in honor of the date and with the aim of exposing hateful comments that are received by the brand and many of its consumers on social networks. social.
Throughout communication, messages from haters will be replaced by words of love, reinforcing the key messages of trust, empowerment and kisses with attitude and love.
“The LGBTQIAPN+ Pride Parade is very important for the community and society in general and allows brands to take a stance in relation to inclusion and how companies need and should play their role to make this happen. Therefore, we decided to shed light on large amount of hate that exists today in the digital environment, which is nothing more than a reflection of our society, and with the ultimate intention of replacing this hate with love, praising the most passionate kisses of the Parade”, explained Bruna Torres, Coordinator of Unilever Brazil Oral Care Marketing.
With OOHs spread across the Paulista station on the yellow line, Closeup will show the messages it has received over the years, reinforcing that if a brand receives comments that are so difficult to read, imagine what people in the community don’t suffer. Furthermore, the brand selected a squad with influencers and creators who are part of the LGBTQIAPN+ community.
Among the activations, the brand will also make donations to Casa Cunha, an NGO that serves LGBTQIAPN+ people and a Unilever partner.
