Lucky Leg's artwork stands out in the world of street art with an approach that is characterised by its bravery, raw authenticity and an unapologetic fearlessness in using graffiti to spark meaningful discourse on contemporary issues, representing the perfect choice to champion Closeup's commitment of giving fresh breath for everyone to come close. With the simple, uncompromising message "Get Closer" brought to life by Lucky Leg's unique urban artistry under direction from Ogilvy PR, these redesigned signs serve as inviting prompts for passers-by to engage in spontaneous, shared moments of physical connection. Individuals, couples and communities can interact with the signs and share their experiences on social media, transforming it into a collective celebration of human closeness. Closeup's altered signage serves as a clear call to action, urging individuals to break free from the former constraints of Covid separation and, finally, embrace the joy of human closeness. For a look at how Lucky Leg set about this transformation, check out the film here.
Closeup's larger ambition is to ignite a movement that revels in the joy and exhilaration of coming closer. As social media platforms fill with posts and stories detailing heartfelt embraces shared in front of the spirited Closeup signage, the campaign transcends its marketing origins to become a powerful testament to the enduring strength of physical intimacy and shared connections.
"We believe that the power of actual human connection is more crucial now than ever before. These Covid signs in our environment are silently perpetuating an attitude of distance and separation even now. To counter this, we want our revamped signs to be a symbol of hope, resilience and a reminder that relationships are more meaningful when they are physically close. We are encouraging everyone to 'Get Closer' not only in physical proximity but as a means to build stronger emotional connections. In the exceptionally vibrant city of Bangkok, this campaign is an invitation to embrace the city and one another, and celebrate the endless possibilities it offers together," said Gaurav Datta, Closeup Global Brand Vice President.
This innovative campaign is just one of many ways Closeup continues to demonstrate its dedication to fostering closeness and creating a positive impact in the world. The brand is setting an inspiring example for others in the industry, proving that with creativity and determination, even the harshest symbols of separation can be transformed into beacons of warmth and closeness. By ingeniously repurposing the remnants of a bygone era, Closeup is not just redefining the urban landscape; it's rewriting the narrative of human connection.
Source: Ogilvy Bangkok