Brief Challenge:

 

In the Middle-East, and especially in countries like the UAE and KSA, the concept of Love as the people say, isn't exactly described as "free", due to some cultural and religious restrictions. There are common expectations that regionally define what and how love is suppose to be. Given this challenging reputation, Closeup needed a campaign that could shed a light on the matter, in a creative manner that does not jeopardize the brand's image in the region, rather bring admiration for the brand's support of love.

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Solution:

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A campaign that does not specifically make a statement on the freedom to love, rather raise a suggestion, of "give love a chance". This is illustrated through a series of videos suggesting different couples of opposing, or regionally unexpected matches, and giving them the chance to tell their story.