At Market! Market! from 9 to 10 June, a giant heart-shaped installation featured an image that appears blurred, as if censored out of sight. It turned out it was part of Close-Up’s campaign for 2023 LGBTQ+ Pride Month. It would appear in more locations.

The installation

A closer look reveals that each “pixel” was a small portrait of an LGBTQ+ couple displaying their love. The whole composition revealed itself to be a collection of unique and beautiful stories from the community. From couples kissing, holding hands or simply being closer with each other, the installation exhibits a celebration of love through the portraits that would otherwise be played down or outright censored in popular media.

Close-Up’s #FreeToLove Pride campaign honored different couples from the LGBTQ+ community while encouraging more people to be more open to seeing all types of love. A QR code on the installation also directed people to a link featuring the stories of couples who got closer with pride.

The installation featured a more visible representation of love as it also offered a selfie opportunity for those passing by. Couples were encouraged to take a selfie together using the mirror and share it online in support of the LGBTQ+ community and Close-Up’s campaign.

The #FreeToLove heart installation was at the Fort Strip of the Bonifacio Global City from 16 to 17 June and during the Metro Manila Pride March on 24 June at Circuit Makati where pairs could also show support for the LGBTQ+ community and their right to visibility.

Free to love in all ways

Close-Up also partnered with Colourette Cosmetics, a local beauty brand that also believes that everyone is free to love in all ways. The two brands launched a bundle promo available on Unilever’s official Shopee and Lazada.