Closeup, an oral care brand of Unilever, has championed closeness over
50 years, and has always believed in the freedom to love. The brand has continuously inspired couples of all kinds to get closer, untethered from self-doubt and external prejudice.
Many couples are still denied the right to marry due to their relationships. These include couples of inter-racial, inter-caste, inter-faith and same-gender relationships, many of which are still unacceptable in the eyes of key institutions. Closeup will enter the metaverse this month and invite couples to break free from real-world constraints to celebrate their union in Decentraland, a 3D virtual world powered by blockchain technology.
Venturing into the Metaverse
Although getting close to someone you love is a universal instinct, it is not yet a universal right. ‘Closeup City Hall of Love’ is an immersive virtual experience where diverse couples can ‘mint’ their very own NFT marriage certificate and immortalise their love on the blockchain forever. They can create their avatars, explore, and interact with their very own wedding officiant in the space. The experience will include a proposal and end with the minting of their NFT certificate, celebrated by friends and family.
“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. 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 judgement, so they can experience closeness on their terms,” said Gaurav Datta, Global Brand Vice President of Closeup.
“Whilst NFT marriage certificates are not legally binding in any country, nor do they hold legal power under the laws of any country, this experience still matters to us – and for us it is valid. It is important that we normalize relationships like “ours” in every pocket of society. We are very happy to be one of the first couples to experience this and share this moment with our friends,” said Neil and Jad, the first couple united at the Closeup City Hall of Love.
Closeup hopes to inspire lovers, spark conversations and ultimately pave the way to create change for a future where the right to marry is equal for all.