Let Close-Up Be Your Second Chance

Project Title: “Let Close-Up Be Your Second Chance” 

Competition Name: Vietnam Young Lions 2023 

Competition Category: Film & Integrated  

Award: Bronze 

Long established in the Vietnamese Fast Moving Consumer Goods (FMCG) industry, Close-up has demonstrated to Vietnamese consumers the prestige of its products. However, considering the numerous new entrants in this already crowded industry, Close-up must find a way to distinguish itself, accentuating its core values of "closeness" and "freshness" via advertising communication. Understanding the brand's objective, the team developed a communication campaign by approaching Generation Z's hesitation to enter a new relationship, thereby accompanying them in the path of gaining the confidence to close the distance between themselves and the one they love. “Let Close-Up Be Your Second Chance” is a campaign designed to encourage Generation Z to overcome their lack of confidence, attempt to close the gap, and seize their moment.