Kleenex Design & Branding FEELINGS CAMPAIGN by J. Walter Thompson London

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Industry Hygiene & Personal Care Products
Media Design & Branding
Market United Kingdom
Agency J. Walter Thompson London
Creative Director Russell Ramsey, Sir Dominick Lynch-Robinson
Art Director Christiano Neves
Photographer Jonny Thompson
Illustrator Gail Armstrong
Released April 2010

Credits & Description

Category: Posters
Product/Service: KLEENEX
Agency: JWT
Date of First Appearance: Apr 27 2010 12:00AM
Entrant Company: JWT, London, UNITED KINGDOM
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Russell Ramsey/Dominick Lynch-Robinson (JWT)
Copywriter: Christiano Neves (JWT)
Art Director: Christiano Neves (JWT)
Photographer: Jonny Thompson
Illustrator: Gail Armstrong
Art Buyer: Coco Weir (JWT)
Media placement: Press - Newspaper Ad - 27/04/2010
Media placement: Oudoor - Outdoor poster - 30/04/2010

Describe the challenges and key objectives
Our aim was to produce impactful and thought provoking work which would work within the ‘Let it out’ campaign but communicate an alternative message through stunning executions. Targeting consumers in heavy dwell time areas via outdoor and print ensured people stop, look and thoroughly engage with the executions.

Describe the brief from the client
Kimberly-Clark wanted to further activate their ‘Let it out’ campaign through tactical work to reinforce their strategy that Kleenex will be there for you in good times and bad.

Describe how you arrived at the final design
We wanted Kleenex tissues to be 100% integral to not only the message but also the execution. As such, each execution in the ‘Feelings’ campaign was individually sculpted out of paper. Using a combination of paper and tissues, we dramatised how Kleenex will be there to dry your tears through good times and bad.

Give some indication of how successful the outcome was in the market
Internal research was carried out which showed the potential impact and engagement of the campaign. Initial sales results suggest a positive response.