Andrés Ordóñez
Chief Creative Officer at FCB Chicago
Greater Chicago Area, United States
TitleGrab Kleenex
Campaign Grab Kleenex
Advertiser Kimberly-Clark Worldwide, Inc.
Brand Kleenex
Date of First Broadcast/Publication
Business Sector Toilet Paper, Tissues
Philosophy You can’t control everything life throws at you: a sneeze in a crowded elevator, a nosebleed or a lipstick smudge. We treat vulnerable moments as if they’re something to fix, but what if we flip our mindset? These moments are a natural part of life and Kleenex® wants to display them on a larger-than-life scale to show we’re all in on the beautiful messes. The new global campaign “Grab Kleenex®” encourages individuals to find strength in moments of vulnerability. Sometimes we know those moments are coming, but most of the time we don’t. When faced with unpredictable moments, people grab what seems convenient instead of what’s best. Created in partnership with FCB, the campaign helps position Kleenex® in a new way – showing how Kleenex® is arming consumers with protection so they can be ready to face whatever life throws at them.
Media Type Television
Chief Creative Officer

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