Kleenex- Global Campaign TOV
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 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 tone of voice we were suggesting. Accessible, modern, friendly and down-to-earth.

It worked.

TOV - A little more life in every pack / “Kleenex with Karl”









Campaign Look & Feel (for reference)



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