SINGAPORE, March 30, 2022 /PRNewswire/ — Closeup, an oral care brand of Unilever, has championed closeness for 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.
Closeup City Hall of Love: 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,” shared 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.
For more information, please contact:
Weber Shandwick Singapore – Closeup@webershandwick.com
Note for Editors:
URL for City Hall of Love: https://loveforall.info/en-ph/city-hall/
The technology behind the NFT marriage certificate is a novel ERC-1155 smart contract for semi-fungible tokens, which are popular in metaverse games. It allows fractional NFT ownership, and just like an actual marriage certificate, two people can simultaneously own one NFT.
www.loveforall.info is a resource website created by CloseUp. Here you will find expert advice, perspectives, and true stories for a boost of inspiration and confidence, to overcome common barriers and challenges in pursuing different kinds of relationships.
Closeup has been challenging conventions since we started. Born during the sexual revolution of the 1960’s, Closeup is the world’s first gel toothpaste infused with mouthwash. We flipped oral care on its head – focusing instead on what really mattered most to people: the ability to move closer without having to pause or stop, and enjoy being in the moment and the sheer excitement of moving closer. But we knew that the closer people got, the less confident they felt. Our purpose is to champion all love of all kinds, and inspire people to turn attraction into action confidently, free from self-doubt or judgement of others. And we won’t stop until everyone is free to love.