When it comes to love, Philippine society still has preconceived ‘terms and conditions.’ Because of this, a culture of fear and doubt still exists—people, especially those in unconventional relationships, find it difficult to express love publicly. Oftentimes, a simple loving touch is met with prying, judging eyes,
With these societal rules in place, does love really rule?
Being the catalyst for closeness and acceptance, closeup wanted to encourage people to overcome judgment by making a move. Love rules where we let it.
closeup created the Where Love Rules Live Map, a campaign that centered on finding, identifying, and amplifying safe spaces for non-normative couples to express love publicly, without fear or doubt.
By using the data gathered from couples, we were able to identify 274 safe spaces in one day, and made this available to every couple who needed it by simply visiting an online live map found on a microsite.
It also partnered with relevant influencer couples its audiences know and like to help further push the effort and to get more people to collaborate and share their stories and safe spaces.
This professional campaign titled 'Where #LoveRules Live Map' was published in Philippines in February, 2021. It was created for the brand: Closeup, by ad agency: MullenLowe Group. This Digital medium campaign is related to the Beauty and Health industries and contains 2 media assets. It was submitted about 1 year ago by Deputy Executive Creative Director: Roman Carlo Olivarez of MullenLowe TREYNA.
Advertising Agency: MullenLowe TREYNA, Makati City, Philippines
Chairman & CEO: Mike Trillana
Chairman Emeritus And Chief Product Consultant: Leigh Reyes
Chief Creative Officer: Abi Aquino
Deputy Executive Creative Director: Roman Carlo Olivarez
Senior Art Director: Iya Parungao
Senior Copywriter: Xanti Gonzalez
Executive Director Of Technology And Platform Services: Raffy Bariso
Client Services Director: Aimee Sarmiento
Business Unit Director: Kristine Verso
Management Supervisor: Gerald Lim
Account Manager: Jonah Ambata
Content And Platforms Director: Regine Mercado
Content And Platforms Manager: Roman Cuyos
Digital Producer: Marge Galvez
Front-end Developer: Jhon Louie Cruz
Senior Content Creator: Sajid Guerrero
Content Creator: Chinny Basinag