Credits & Description:
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.
The Design & Branding titled FEELINGS CAMPAIGN was done by JWT advertising agency for product: Kleenex (brand: Kleenex) in United Kingdom. It was released in the Apr 2010.