JWT+H+F launches cross-media campaign for Kleenex
For its client Kleenex, the Zurich-based agency JWT+H+F has showcased the new tagline «Let it out» across all communication channels. At the heart of the campaign is the website Lassesraus.ch, and Anna Maier appears in the TV commercial.
The Zurich agency JWT+H+F has staged the new claim "Let it out" across all communication channels for its client Kleenex. With the brand story, the handkerchief manufacturer is calling on all consumers to show courage and let it all out - both physically and emotionally. The Kleenex effect is that you feel better afterwards, according to a press release. At the heart of the campaign is the website, for which JWT+H+F partner web agency Pulse is responsible. On Lassesraus.ch, users can undergo an emotion test and then let their feelings out - in the form of happy or sad stories that are placed on the site.
Advertisements, banners and TV commercials are also used. All of these advertising media have the task of bringing consumers to the website. The TV commercial features presenter Anna Maier. She gets people from the street onto a blue Kleenex sofa and gets them to give free rein to their emotions.
Events were also organized in line with the TV commercial - in Bern with Anna Maier and in Lausanne with Mireille Jaton, also on the blue sofa. Kleenex handkerchiefs were distributed around the events. The events were directed by JWT+H+F partner agency Dog Promotion.
Advertisements, banners and TV commercials are also used. All of these advertising media have the task of bringing consumers to the website. The TV commercial features presenter Anna Maier. She gets people from the street onto a blue Kleenex sofa and gets them to give free rein to their emotions.
Events were also organized in line with the TV commercial - in Bern with Anna Maier and in Lausanne with Mireille Jaton, also on the blue sofa. Kleenex handkerchiefs were distributed around the events. The events were directed by JWT+H+F partner agency Dog Promotion.
Responsible at Kimberly-Clark GmbH (Kleenex):
Franziska Leisi (Marketing Manager Family Care), Corinne Anliker (Marketing Kleenex). Responsible at JWT+H+F: Mike Krüll (Creative Direction / Text), Isa McInnes (Art Direction), Sebastian Day (Graphics), Petra Nigg, Cyprian Sutter (Consulting), Nico Schärer (Photographer), Mirjam Fabrikant (Vertigo TV Production). Responsible at Pulse: Imre Sinka (concept), Nathalie Müller (project management), Nina Wilhelm (screen design), Stefan Bruggmann, Roland Tobler (programming).
