This document provides a campaign brief for a toothpaste brand called Close Up. The objectives are to increase brand positioning and loyalty among young consumers aged 18-25. The insight is that kissing is a meaningful way to show love but has become boring lacking innovation. The proposed brand positioning is "Give people the confidence in every ‘up close and personal’ situations." The communication idea is that "Youngsters need an intimate way to show their love with partner." The brief outlines a Valentine's Day campaign from January to March 2015 with the goals of 30% awareness among targets and 100 couple participants. The budget is 1 billion VND.