Adrian J Cotterill, Editor-in-Chief
A partnership between the artist Sam Cox, known as Mr Doodle and the Kimberly-Clark’s Kleenex brand sees unique box designs go on sale in the UK as part of a nationwide campaign.
Lauren Taylor, Kleenex Brand Manager told us “We’re excited to partner with Mr Doodle to bring his playful and imaginative designs to our Kleenex tissue boxes. This collaboration transforms Kleenex into a joyful statement piece for your home. Grab a little more joy and let these unique doodle designs brighten your everyday moments”
The campaign is also using YouTube, paid social, digital display, OOH, painted mural and retail competition elements, as well as an Outernet Live Doodling takeover event that took place in London on May 3 (oh and a a behind-the-scenes film).
At the event, a massive perspex recreation of a Kleenex tissue box was built in the centre of the internal Outernet space. Three times over the course of the day, Mr Doodle was inside the box doodling on the walls. Visitors had the opportunity to take selfies. Cleverly, his doodling was live-streamed onto the walls of the Outernet as he worked.
The behind-the-scenes film features shots of Mr Doodle going about his design process and talking about the partnership and what inspires him.
With 20” YouTube AV ads as well as multiple other lengths, formats and edits across channels, the limited edition boxes are available now. The campaign will continue across the summer, with new box designs to be added in the autumn.
Mr Doodle covered every inch of his home in Kent with doodle art and has a mass social media following of millions. He recently had a documentary filmed about him and his houses, where some of the campaign was filmed. The ads show him drawing on a camera screen, loading a truck outside his entirely ‘doodled’ Kent home and drawing in a workshop, next to boxes of Kleenex tissues.
Greg Harvey, Senior Art Director at FCB London said “Collaborating with Mr. Doodle has been an absolute pleasure. His universally loveable artwork has helped us create something that not only makes art more accessible but also strengthens Kleenex’s identity as a brand that brings joy to the often-overlooked moments in life.”
The work follows a nationwide campaign by FCB London last year, created in collaboration with artist Alma Haser, which revolved around portraits resembling scrunched tissues, and an outdoor campaign featuring scent cannons to showcase its ‘scrunch to release’ scented tissues.
The campaign is already a great success for Kleenex, the market leading brand of the tissue category, with improved brand metrics such as awareness and consideration across the board.
Credits:
Kleenex Head of Brand: Stephanie Madrell
Kleenex Consumer Engagement Marketing Manager: Sophie Ashton
Kleenex Brand Manager: Lauren Taylor
Kleenex Brand Manager: Ayesha Miah
Kleenex Media Manager: Alexander Tuffley
Kleenex Media Lead: Scott Bodie
FCB London Senior Producer: Rachael Clarke
FCB London Senior Art Director: Greg Harvey
FCB London Senior Copywriter: Mike Mackenzie
FCB London Head of Art: Jack Walker
FCB London Business Director: Katie Creighton
FCB London Senior Account Manager: Vicky Endicott
FCB London Strategy Director: Adriana Ferran
Artist: Sam Cox (Mr Doodle)
Mr Doodle Creative Director: Morgan Davies
Production Company: Starling
Director: Dorothy Allen-Pickard
Executive Producer: Charlie Stanfield
Edit House: Ten Three
Edit Producer: Sophie Honour
Editor: Beth Roberts
Film Postproduction: 1990 VFX
Animation: Blind Pig
Animation Creative Director: Sean Cooper
Motion Designer: Lawrence Scanlon
Animation Producer: Yasmin Tilly
Audio: Creative Outpost
Sound: Dave Robinson
Media Agency: PHD
Social Agency: Fabric Social
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