Toothpaste brand Closeup lets couples facing real world obstacles mint NFT marriage certs

Unilever's oral care health brand Closeup has entered the metaverse by inviting couples to break free from real-world constraints and celebrate their union in Decentraland, a 3D virtual world powered by blockchain technology. This comes with the brand's continuous push to celebrate love and break barriers around intimacy. 

"Closeup City Hall of Love", an on-chain asset on Decentraland, offers an immersive virtual experience where diverse couples can mint their own NFT marriage certificates. This experience is designed to be inclusive and accessible, especially for couples who have been denied the right to marry due to the nature of their relationships, Closeup said.

For couples, Decentraland users can customise their own avatars, explore the space and interact with the "Cupid angel" who will guide them through the minting process. The experience includes a proposal and concludes with the minting of their NFT marriage certificate. While NFT marriage certificates are not legally binding in any country, Closeup hopes to inspire people, spark conversations about love and create change for a future where all marriages are equal. This campaign is led by MullenLowe Singapore. MARKETING-INTERACTIVE has reached out to Closeup for additional information.

Closeup’s belief in the freedom to love engages with the idea that love should be a universal right. “We believe that love of all kinds is special and must be championed. Our foray into the metaverse with ‘Closeup City Hall of Love’ is another initiative to build safe spaces that celebrate quality and inclusion, free from self-doubt and judgment, so they can experience closeness on their own terms,” said Gaurav Datta, global brand VP of Closeup.

Meanwhile, MullenLowe Singapore's ECD Daniel Kee, said the metaverse is an open world with room for simple truths and dreamy idealism. "The activity represents a way to connect with new consumers, and it is here that we still have a chance to get things right, set an example, break down barriers and uphold the right to love," he added.

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