A new way to flirt
In Dubai there are different rules for young people. Interacting is not the same as in the western world. How ever, young people are the same where ever you go. This leads to young people being very inventive in how they connect.
They use Bluetooth and other P2P apps and platform for share messages. Anything to connect together, without their parents knowing about this.
For the toothpaste brand “Close Up” we create a new hidden language. A visual style that only the young people understood. Their parents would see a simple black and white visualisation of a man and a woman.
The parents were not aware of the secret language created by us.
Results
There was a lot of traction online. Due to different reasons we did not submit the work to award shows.
We used the whit and black colours connected to the local outfits, it a nice and stylish manner. In adds and in installation. They all had an invisible code, when scanning the code it would activate a temporary messaging tool. From here you can share your name and location to connect with other people. Ones the message were closed, the conversations were deleted.
A unique platform offere to young people from a brand that would make sure your teeth will be shiny white, and your breath would be fresh. In case you would meet the right person. As a brand we demonstrated that we understood the behaviour and the needs of young people in the middle eastern region.
