This print campaign created by JWT London for Kleenex shows two possible outcomes of the same scenario.The campaign relates to the “Let it all out” slogan, trying to portray the message that Kleenex are there for both the good and the bad.
The campaign won many awards, so many that it was the most awarded campaign in 2010 according to the 2010 GUNN report. There are many aspects to this campaign that made it so successful. Their choice of illustration in the campaign is significant because it looks as if itwere created out of paper, and due to the chosen media being print, I believe that gives it that extra edge that is needed when trying to grab the audience’s attention. The idea of opposite pages/sides meaning opposite ends has been used before, but it is very appropriate for the message of Kleenex being there whatever the outcome, good or bad.
Another aspect of the campaign that adds that extra “friendliness” that a tissue brand needs is their placing of the logo and slogan. Kleenex’s positioning in both circumstances enforces the idea that they are there no matter the outcome, and both in a non-offensive and supportive way. I also believe that their ignoring of the typical “brand and slogan subtly in the corner” shows differentiation from other ads, and that they aren’t like other brands.
Escape captures the moment when art decides it’s had enough of being looked at and tries to make a run for it. We all knew this day would come, art was so shy after all. All the harsh things that were said about it left art no other choice but to try a prison break.
Learn how advertising persuasion works. Watch this fun and lovely animation on Psychology behind advertising. Written and designed by Lori Benoy and Sole Lander. Animation and Sound design by Mathew Desanctis. Enjoy! Giulia