Turning media into accessible art

Client: Kleenex

Kleenex research uncovered that, in the UK, younger consumers didn’t like the aesthetic and illness connotations of having a box of tissues visible in their home. This insight inspired an innovative media launch.

Partnering with UK artist and social media phenomenon Mr Doodle, Kleenex created a limited-edition box designed as a piece of art for the home. To engage consumers directly, we launched Kleenex’s accessible art with an accessible piece of media-rt. A live activation event was staged in central London. in the heart of London. Inside a glass cube, Mr Doodle created illustrations based on live suggestions from TikTok viewers. Audiences could watch, submit ideas, and purchase limited-edition doodled Kleenex boxes directly via TikTok Shop. The campaign was also extended nationwide. In Manchester, Mr Doodle hand-painted a large-scale mural, turning a city wall into a classic Mr Doodle mural which they later turned into a CGI video. 3D digital billboards also added animated, eye-catching depth to the designs. By combining the live aspect, audience participation, and public installations, Kleenex delivered an immersive brand moment that connected people on the street and on screen. How do we know this? Household penetration up. Sales up. Brand favourability amongst younger consumers up.