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.

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.

Internal research was carried out which showed the potential impact and engagement of the campaign. Initial sales results suggest a positive response.