Toothpaste brand Close Up is celebrating Pride Month with a bang as its latest billboard campaign in Taguig City has gone viral, sparking conversation and garnering attention for its powerful message.
The billboards, located along C5 Kalayaan Ave., feature a unique design that embodies the campaign’s theme: “Close the Gap.”
The two billboards, situated in separate areas along the highway, use an optical illusion to create a sense of separation between two individuals. However, as passersby continue to get closer, the gap appears to close, reuniting the two billboards.
In a post shared by Close Up, the campaign aims to promote the freedom to love—no matter your gender, preference, race, or color.
“This Pride month, Close Up dares to close the gap because everyone is #freetolove,” the post stated. Today, there is still a gap in acceptance for the LGBTQIA+ community, and Close Up is calling for that gap to be closed.
The campaign has resonated with Filipinos online, who have praised Close Up for its progressive stance and its call for greater acceptance and freedom for the LGBTQIA+ community.
This is not the first time Close Up has shown its support for the LGBTQIA+ community. The toothpaste brand has a history of promoting inclusivity and diversity in its marketing campaigns.