agency: FCB London
artist: Alma Haser
The art-inspired campaign by FCB London highlights its new 'scrunch to release' scented tissues
Landing just in time for cold and flu season, Kleenex Easy Breathe introduces a unique, capsule-burst technology that, when scrunched before use, releases the scent of menthol and eucalyptus – without compromising on the softness you expect from the brand – giving consumers yet another reason to “Grab Kleenex”.
To launch the product, FCB London worked with artist Alma Haser to create “Congested Portraits”, a series of images that demonstrate how Easy Breathe Tissues can help soothe the symptoms of a blocked nose. Haser used paper folding techniques to ‘scrunch’ the subject’s face within a tissue to depict how congestion actually feels. When the tissue is unscrunched, the face is revealed, showing the benefit of Easy Breathe Tissues. The portraits feature a diverse range of people who are full of personality, posing, almost renaissance style, with a box of Kleenex Easy Breathe as an artistic accessory.
The nationwide OOH campaign will also incorporate an experiential element at Westfield White City on the weekend of October 26-28. As well as sampling, scent cannons will spread the menthol and eucalyptus scent to immerse consumers into the world of Kleenex Easy Breathe, and bring the product benefits and wider campaign to life in one impactful moment.
