For the first time a brand category held a blind test open to the public. And for the first time this happened to blind kissing. Why Close-up always stood out in its category for sustaining an emotional bond with your target. The brand needed to update their icons to remain modern and keep supporting this bond. To this end, we sought referrals on your target audience and explored the use of bold younger and toothpaste: the kiss on the mouth.

The video has generated national and international repercussions, impacting on the market of the brand, more than 6 million consumers.