Kleenex
Art Director / Graphic Designer / Copywriter
Increase Kleenex sales and strengthen brand loyalty by building an emotional connection with young adults in Canada.
In Canada, carrying facial tissues is not as common as it is in Japan. At the same time, young adults (18–30) frequently experience a wide range of emotions in their daily lives, including joy, sadness, and anxiety. This creates an opportunity for Kleenex to become an essential companion during emotional moments.
Kleenex is there for you in every moment.
This campaign uses black-and-white photography to highlight the emotional journey of a single character, capturing her authentic expressions to create a deep connection with the audience.
To emphasize that Kleenex is a trusted companion through everyday emotions, we created the Kleenex Photobooth, installed in a shopping mall for direct audience engagement. Participants are invited to step in and express a range of feelings. After the shoot, each person receives a printed photo and a free pocket tissue as a tangible reminder of the brand’s emotional support.
By encouraging users to share their experiences with campaign hashtags, this activation also aims to spark organic conversation and visibility on social media.
