Inspired by children’s imagination, the “So Close!” campaign visualized empathy and proximity through toys, artistic objects, and symbolic gestures.
Each toy carried a label showing how even the smallest act of support can create a warm, immediate, and meaningful impact.
The concept of closeness was translated into both physical and emotional space — spreading across public areas from metro seats to ferry benches.
With messages like “So Close,” “So Warm,” and “So Much,” the campaign turned compassion into a tangible experience of social connection.
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