Closeup Diamond Attraction
Turned a product launch into a campaign built around one simple truth: A Smile is Your First Move.
Client
Closeup
Category
FMCG
Objective
To launch Closeup Diamond Attraction in a crowded oral-care market and make the attraction feel fresh and relatable for a young audience.
Insight
A smile is your first move. It’s the first signal of confidence, interest, and connection.
Idea
Translate attraction into different types of smiles. Each smile represents a distinct expression of personality.
Execution
• Hosted a blogger meet with 25+ creators to introduce the product
• Shortlisted 7 creators, each representing a different type of smile
• Built a narrative where each smile became a personality
• Developed scripts translating these into real-life scenarios
• Brought them to life through films and a music-led piece - 7 Types of Smiles
• Ensured everything stayed rooted in the core idea
Attraction wasn’t described. It was performed… through different smiles.
Closeup Diamond Attraction
Turned a product launch into a campaign built around one simple truth: A Smile is Your First Move.
Client
Closeup
Category
FMCG
Objective
To launch Closeup Diamond Attraction in a crowded oral-care market and make the attraction feel fresh and relatable for a young audience.
Insight
A smile is your first move. It’s the first signal of confidence, interest, and connection.
Idea
Translate attraction into different types of smiles. Each smile represents a distinct expression of personality.
Execution
• Hosted a blogger meet with 25+ creators to introduce the product
• Shortlisted 7 creators, each representing a different type of smile
• Built a narrative where each smile became a personality
• Developed scripts translating these into real-life scenarios
• Brought them to life through films and a music-led piece - 7 Types of Smiles
• Ensured everything stayed rooted in the core idea
Attraction wasn’t described. It was performed… through different smiles.
Closeup Diamond Attraction
Turned a product launch into a campaign built around one simple truth: A Smile is Your First Move.
Client
Closeup
Category
FMCG
Objective
To launch Closeup Diamond Attraction in a crowded oral-care market and make the attraction feel fresh and relatable for a young audience.
Insight
A smile is your first move. It’s the first signal of confidence, interest, and connection.
Idea
Translate attraction into different types of smiles. Each smile represents a distinct expression of personality.
Execution
• Hosted a blogger meet with 25+ creators to introduce the product
• Shortlisted 7 creators, each representing a different type of smile
• Built a narrative where each smile became a personality
• Developed scripts translating these into real-life scenarios
• Brought them to life through films and a music-led piece - 7 Types of Smiles
• Ensured everything stayed rooted in the core idea
Attraction wasn’t described. It was performed… through different smiles.
We didn't come this far, just to come this far.
You don’t need everything figured out.
Just a starting point is enough.
We didn't come this far, just to come this far.
You don’t need everything figured out.
Just a starting point is enough.
We didn't come this far, just to come this far.
You don’t need everything figured out.
Just a starting point is enough.