/ amor livre
free to love
free to love
Client: Close Up
Agency: Ustudio Unilever - Oliver Agency
My Role: Creative Concept and Art Direction
Agency: Ustudio Unilever - Oliver Agency
My Role: Creative Concept and Art Direction
campaign created in partnership with Facebook for the 23rd São Paulo LGBT Pride Parade
CloseUp is a brand that promotes bringing people closer together. With this in mind, the global campaign #FreeToLove was launched, promoting the freedom to love without prejudice, regardless of race, gender identity, religion, or age. With the challenge of contextualizing the proposal for Brazilian culture, a country where less than 60% of young people feel completely free to love, our team launched the campaign during one of the largest and most proud celebrations of love: the São Paulo Pride Parade.
The campaign featured a filter that only reacted when two people appeared on camera, and the recordings were spread in real-time throughout the event circuit, spreading love and respect on the city’s main street.
