Closeup Cupid Games
Valentine’s is traditionally a time when young people feel a lot of pressure to get closer to someone special. But often they struggle to make the first move because they fear failure and rejection
Closeup jumped at this opportunity to play Cupid. By turning flirting into something fun and relaxed, Closeup helped buffer people’s fear of rejection and spurred them to get closer to their special someone.
The Closeup Cupid Games was brought to life as an online social game that gave people the chance to connect and get closer. A series of 14 questions that escalated through profile and interest-based questions to a more personal ending allowed people to get to know their crushes better, without fully revealing their identity until all stages are unlocked.
To announce the start of the Cupid Games, Closeup also released an online stunt film coaxing unsuspecting moviegoers into getting much closer than they expected!
Client: Closeup, Unilever
Creative Director: Matt Cullen, Mark Taylor
Art Director: Hoon Pin Kek, Ferooze Tabrani
Copywriter: Elena Fletcher, Rachel Chew
