MullenLowe TREYNA and Closeup created The Closeness Anthem. With the attempt to create thumb-stopping content, we served the fresh breath promise with an extra sprinkle of romance, or what we Filipinos fondly call “kiling”.
This was shown in three ways in Filipino entertainment - a love song, a rom-com film, and a rom-com reality drama. The combination of these three got romance-hungry Filipino Gen Z’s looking our way.
