Black Madre Encourages Physical Connections in an Increasingly Digitised World

Black Madre was invited by Ogilvy Singapore to collaborate with its expertise in developing the Key Visuals for a striking campaign for Close Up. The aim was to deliver a creative and unique approach, encouraging physical connections in an increasingly digitised world.

Black Madre developed a vibrant series of 10 Key Visuals, celebrating the beauty of freedom in relationships, where everyone can see themselves represented, in situations that highlight the affection between partners, friends and even pets. Each illustration has been carefully crafted, reflecting the brand's cheerful and lively colours to attract and captivate Close Up consumers.

In addition, Black Madre opted for an abstract approach in the shapes, seeking to generate an immediate emotional connection with the public. These Key Visuals will be used in the campaign on various media such as posters, billboards and even limited edition packaging, stimulating closeness and human warmth in everyday life.

The situations portrayed are diverse, but all share the element of the unexpected encounter and the deep sensations it arouses. The animations aim to complement this experience, portraying the emotion of human touch in a subtle but impactful way.

It was an honour to be part of this project together with the Ogilvy Singapore team and we thank them for their trust in our work. The team at Black Madre look forward to seeing the positive impact this Close Up campaign will have, sparking meaningful conversations and connections.