The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Experiential & Immersive

City Hall of Love

Agency MullenLowe / Singapore

Client Unilever / Closeup



Annual ID


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




MullenLowe / Singapore


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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