Building on its multi-city CloseUp First Move Party activation in 2015 with Mindshare, the HUL brand is now riding a video created as part of Culture Machine channel Blush's Unblushed series. The series features multiple 'statement' videos, including one with Dove published earlier this month.
The CloseUp video features actor-model Lauren Gottlieb and choreographer Bertwin D’Souza. It features them as colleagues. Gottlied ends up dreaming of them dancing together while he makes a presentation at work and makes her 'move' soon after – handing him her number discreetly while leaving. A super reads, 'Why can't girls make the first move?'
Post the main video, the duo pitch a contest to viewers. Audiences are asked to send in videos of them doing the CloseUp 'First Move' to be able to win tickets to the brand's CloseUp First Move 2016 party.