Situationship (n)
A romantic relationship between two people who do not yet consider themselves a couple but
who have more than a friendship.


On social media, they get a lot of hate.

But Closeup is an oral care brand that celebrates people getting closer. So this was a good opportunity for us.

Closeup wanted to celebrate the Situationships, these undefined relationships. So the copywriting has the same undefined charm, a positive spin on what so many people consider negatively. Because as long as people get close and happy, Closeup wants to celebrate it.

By celebrating a relationship that is very specific to Gen Z, Close up created a strong brand affinity in the Philippines with a +7% brand uplift in the Philippines.