Kleenex- Global Campaign
JWT
Credit: ECD 

Brief: Launch a global campaign to introduce the new face of Kleenex to a brand new generation of users in Europe, South America, North America and Asia.

Solve: So let’s come up with some print, content and the kind of product innovation that makes Kleenex feel relevant again.

Campaign Look & Feel 




Print - A little more life in every pack

Wild Postings - A little more life in every pack



Retail / Product Idea - A little more life in every pack


Partnerships - A little more life in every pack



TOV (tone of voice) - A little more life in every pack / “Kleenex with Karl”

To sell the campaign’s tone of voice, (in response to a client “wobble,”) we shot/cut/created some content over the course of a couple of days (“Kleenex with Karl” video series) to give the client an idea of the kind of brand voice we were suggesting. Accessible, modern, friendly and down-to-earth.






PR / Editorial - A little more life in every pack (Introducing “Kleenex Labs”)






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