As winter approaches, Kleenex is launching a seasonal and relatable Out-of-Home campaign to promote its Easy Breathe menthol and eucalyptus-scented tissues.
Titled “Congested portraits”, the campaign's memorable creative scrunches the faces of people suffering from colds and flu to depict the feeling of nasal congestion, which the Kleenex tissues remedy by "unscrunching" them to reveal their faces.
Created in collaboration with artist Alma Haser, the creative also uses the paper-folding techniques as a clever showcase for how the tissues work - releasing the aroma of menthol and eucalyptus when scrunched before use.
"Congested portraits" runs on digital Rail, Mall, and Roadside sites until late November.
The campaign was created by creative directors Rob Farren, Ben Perez Ushe, Vivien Decombe and Gerard Roda from FCB London, and delivered by Talon and PHD.