Social distancing signs still litter our streets 2 years after the pandemic. The perfect opportunity for Closeup, an oral care brand that gets people closer, to promote its brand purpose.

Partnering Bangkok-based street artist Lucky Leg, we turned outdated social distancing signs into social undistancing signs. With his bright and vibrant pop culture style, we revamped the dull, depressing signs warning people to stay apart and conveyed Closeup’s call-to-action to get closer with a playful optimism.

We transformed each of those Social Distancing signs into Social Undistancing signs, with the collaboration of a famous Bangkok Based Street Artist. We transformed those signs into invitations to get closer.

We targeted young millennials who are obsessed with art, social media opportunities and with a good sense of humour.

Over the course of a week, we changed hundreds of signs of social distancing into their opposites.

#SocialUndistancing became a trending topic for a week in Bangkok and influencers relayed the message to have their audience discover them all.