CLOSEUP - FRESH WHITE
Closeup introduced a new toothpaste range under the name Fresh White — three vibrant flavours designed to appeal to younger audiences: Charcoal Coco, Berry Blast, and Citrus Mint. The product was bold, but the packaging wasn’t doing it justice. Visually, it lacked distinction in a category already saturated with sameness.
Closeup needed to build relevance with Gen Z — not just by promoting the functional benefit of “freshness,” but by turning it into something cultural, expressive, and shareable. The brief was to develop a digital-first campaign that would capture attention, speak the language of a younger audience, and create a brand world they’d want to step into.
We approached freshness as more than a product promise — we treated it as a lifestyle and a creative universe. One where mood, flavour, and self-expression collide. The goal wasn’t to sell toothpaste. It was to sell a feeling.
A UNIVERSE TO BELONG TO
We created an entire visual world around the Fresh White range — bold, surreal, and glossy. Designed for digital culture, the campaign universe blurred the line between real and unreal. Think: dreamlike environments, hyper-saturated colours, 3D animations, cheeky product placements, and fashion-inspired moments. A place where fruits orbit your smartwatch, clouds double as seats, and “fresh” becomes something you wear, scroll through, and share.
We crafted the world to feel like Gen Z’s version of reality — playful, stylised, emotionally charged, and deeply referential to internet culture. Every detail, from the colour system to the use of type, was curated to feel familiar yet elevated. This was a campaign built to stop thumbs and start conversations.
The universe created an emotional hook — it didn’t just communicate product benefits, it positioned Closeup as a brand in on the vibe. A brand not talking at young audiences, but talking with them — in their aesthetic, their rhythm, their voice.
By creating a mood instead of a message, the campaign invited people to be part of something.
And in today’s culture, that’s what earns you relevance.
