Kleenex has collaborated with artist Alma Haser in a new crumpled tissue inspired campaign for the launch of its Easy Breathe tissues.
Created with FCB London, the out-of-home campaign includes a set of “Congested Portraits” which highlight how Kleenex can be used to help relieve symptoms of a blocked nose.
To create the works, Haser used paper folding techniques to “scrunch in” the subjects face with a tissue in order to depict how congestion actually feels.
Once unscrunched, the face of each of the portraits – which include a diverse range of people painted in Renaissance style – is revealed. The campaign is designed to illustrate that the easy breathe tissues help clear congestion.
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The campaign will also include an experiential element at Westfield White City on the weekend of 26 October to 28 October. The event will spread the signature menthol and eucalyptus scent and immerse consumers in the smell of Kleenex Easy Breathe.
FCB London creative director Rob Farren said: “It’s rare to work on a real product innovation, but Kleenex Easy Breathe falls into that category. The tissue offers a simple benefit, so we wanted the launch campaign to be just as simple and powerful.”
“We needed to encourage people to change the way they use tissues – scrunch before use, not after, to release the scent. Alma’s art depicts this perfectly, and we worked hard to do justice to her portraits by taking our time with the campaign’s craft, which is testament to the whole team’s passion for the project.”
Kleenex head of consumer engagement Alexis Rice added: “This winter, sniffly, blocked noses don’t have to drag you down. FCB London’s campaign dramatises the benefits of the product in a memorable and relatable way to capture the attention of the nation and encourage them to ‘Grab Kleenex’ in a moment of need.”
