Kleenex – Championing those who cry, because weenies are winners
AD: Ben Garcia & Christina Ke
CW: Gio Sanchez
Problem: It’s just as common to say “pass me a Kleenex” as it is “pass me a tissue,” but without the name, Kleenex is lost in a sea of sameness without anything to differentiate the brand.
Putting on the thinking cap: People are still uncomfortable crying, scared to be just another weenie, especially men, who 39% feel crying should only be in response to tragedies.
How creativity can solve this: Kleenex is in the emotion business and should champion those who show it, those who have the guts to cry at any time without consequence, no matter the reason.
Kleenex believes in letting it all out…
and we mean ALL of it. Whether it be about a global pandemic that just won’t end or something as small as dropping your last french fry on the floor, you deserve to feel whatever you feel, no matter the reason. No questions asked, no explanation needed.
People are still uncomfortable crying, scared to be just another weenie. We think weenies are winners, they’re OUR winners. Crying takes guts, and guts deserve glory. Who better to give it to the people than us?
