Kleenex’s Larger Than Life Campaign Celebrates Beautifully Human Messes
You can’t control everything life throws at you: a sneeze in a crowded elevator, a nosebleed or a lipstick smudge. We treat vulnerable moments as if they’re something to fix, but what if we flip our mindset? These moments are a natural part of life and Kleenex wants to display them on a larger-than-life scale to show we’re all in on the beautiful messes. *Cue: a massive 3D billboard overlooking New York’s Times Square*
The new global campaign ‘Grab Kleenex’ launched this week and encourages individuals to find strength in moments of vulnerability. Sometimes we know those moments are coming, but most of the time we don’t. When faced with unpredictable moments, people grab what seems convenient instead of what’s best. Created in partnership with FCB, the campaign helps position Kleenex in a new way – showing how Kleenex is arming consumers with protection so they can be ready to face whatever life throws at them.
“To change the dynamic in the facial tissue category, we want to embrace the messy, raw and unfiltered situations where Kleenex is needed the most,” said Jon Horn, vice president of marketing – Kleenex at Kimberly-Clark North America. “Our overall message is that we cannot control everything life brings to us, but we can be ready.”
The 3D billboard will be active in Times Square for the next five weeks. The 360 campaign also includes TV, OOH, digital, social and retail displays.
“Kleenex is an incredible, iconic brand that wants to be even more relevant during life’s messy moments,” said Andrés Ordóñez, chief creative officer, FCB Chicago. “To achieve this, we needed to showcase everyday situations in surprising ways. Nothing is more relatable to a parent than their child approaching them with a huge bubble coming out of their nose – and if we could make it even bigger with 3D technology over Times Square – the better.”
Kimberly-Clark selected FCB as its global creative agency of record for its family care portfolio brands in 2018.
