Kimberly-Clark has commissioned three posters by illustrator Gail Armstrong used to promote their internal staff awards.
Each poster shows two images reflecting the potential positive and negative aspects of the same scenario – YES/NO for love, GLORY/FAILURE for footballer and KING/FOOL for the rockstar. The campaign is associated with the Kleenex “Let It All Out’ drive, assuring staff that Kleenex is there for the good and the bad.
Because Kleenex promises to mop up your tears, and the success of this brand is actually based on the tears of people like you.
You pretend that you are in love. But actually your have been ditched by your lover. You put on a brave face in front of the whole world, but you are really a shattered individual who inwardly drinks the bitter medicine of grief and failure. But, don’t worry, no you can worry, just let your tears out. The rest will be done by Kleenex.
This print campaign for Kleenex remorselessly urges you to express the real you and shed tears. So that the products can be sold.
Advertising Agency: JWT, London, United Kingdom
Creative Directors: Russell Ramsey, Dominick Lynch-Robinson
Art Director: Christiano Neves
Copywriter: Christiano Neves
Illustrator: Gail Armstrong
Photographer: Jonny Thompson.
Art Buyer: Coco Weir
Project Manager: Kevin Noble