The Drum Awards for Social Purpose 2022

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Agency: MullenLowe
Client: Unilever
Date: Mar 2022
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Unilever’s oral care brand Closeup has created a non-fungible token marriage certificate that recognizes all couples in a relationship in the metaverse.

Closeup wants to address the issue of couples being denied the right to marry because of their race, faith, and sexual orientation because of laws in their countries even though the NFT certificate is not legally-blinding.

Called ‘Closeup City Hall of Love’ and created by MullenLowe, couples can create their avatars to propose to their partners and choose a wedding officiant in Decentraland to sign their NFT marriage certificate.

“Closeup is an oral care pioneer with uniquely designed products that deliver unbeatable freshness, giving our consumers the confidence to get close. We believe that love of all kinds is special and must be championed,” said Gaurav Datta, global brand vice president of Closeup.

“Our foray into the metaverse with Closeup City Hall of Love is another initiative to build safe spaces that celebrate equality and inclusion and inspire people to act on their mutual attraction, free from self-doubt and judgment, so they can experience closeness on their terms."