The One Show
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Category
Metaverse
Annual ID
OS23_EX057M
About the Work
• Background
In many parts of the world, the freedom to love is not a right afforded to all. While societies are beginning to accept unconventional forms of love such as same-sex, interracial, intercaste, and interfaith relationships, words as simple as ‘I do’ are still silenced by politics, traditions and conventions. Only 15% of countries in the world legalise same-sex marriages. Interfaith marriages are illegal in 11 Indian states. Couples are denied the marriages they deserve by the very authorities and beliefs they may not subscribe to.
• Brief
Closeup has championed closeness for over 50 years and has always believed in the freedom to love. We were tasked to spark conversations on marriage equality and help couples of all kinds get closer, untethered from self-doubt, prejudices, or rules.
• Idea & Execution
Since the world we live in has no space for simple ideals such as marriage, we invite lovers to one where we can do better – the Metaverse. To democratise love and give power back to lovers, we built the Closeup City Hall of Love in Decentraland, one of the most popular metaverse platforms. Where couples can host virtual weddings in the presence of loved ones, seal their love on the blockchain via smart contract, and mint an NFT Certificate of Marriage to forever immortalise their love. The NFT is recognised and validated by over 222,000 nodes on the blockchain.
The NFT is minted through an ERC-1155 smart contract that allows shared ownership. Unlike usual NFTs that can fetch exorbitant prices, we made the NFT Certificate of Marriage free and designed it to be untradable. While the NFT does not hold any legal power, we are collaborating with other brands that share the same beliefs by having them recognise the NFTs and offer privileges to couples who own the NFT.
Because love is a universal right, we made metaverse marriages easily accessible to everyone, regardless of their relationship. We launched the campaign on social media, asking couples who faced real world restrictions and prejudices to share their stories with us for a chance to be the first to get hitched at the City Hall of Love.
2023 Awards
Total Points: 3
Merit
Credits
Agency
MullenLowe / Singapore
Art Director
Claudius Keng
Sergey Mastobaev
Copywriter
Ernest Kok
Creative Director
Sergey Mastobaev
Meryke Naude
Executive Creative Director
Sheng Jin Ang
Daniel Kee
3D Art Director
Theodor Sandu
Global Assistant Brand Manager of Closeup
Lexine Low
Global Brand Vice President of Closeup
Gaurav Datta
Global Business Director
Sanjai Srivastava
Global Creative Director (Closeup)
Prateek Bhardwaj
Global Planning Director
Cleef Chong
Jonathan Nienaber
Group Account Director
Louisa Cheong
Head of Digital Production
Jose Siojo
Head of PR & Comms, for Skin Cleansing & Oral Care
Sherawaye Hagger
Senior Account Manager
Ee Von Ong
Senior Global Brand Director of Closeup
Paul Anthony Katimbang
Jyoti Samajpati
Senior Global Brand Manager of Closeup
Shi Yan Ang
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