JWT Kleenex ads use elephant and whale

LONDON - JWT's latest ad for Kleenex uses a whale in a fishbowl and an elephant in a hamster cage to symbolise the smaller box for its Mansize tissues.

The campaign uses the visual metaphors to illustrate how big, strong things can fit comfortably into small spaces.

The ads, which use the strapline "Big tissue, small box", feature stock wildlife footage from the BBC and Getty Images, as well as footage filmed at West Midland Safari Park.

Credits

Project
Mansize
Clients
Jon White, marketing director; Christof Baer, marketing manager, communications development, Kleenex Europe
Brief
Launch Kleenex Mansize in a compact box
Creative agency
JWT London
Writer
Jamie Thompson
Art director
Roydon Turner
Planners
Donald Kerr, Hilde Oord
Media agency
MindShare
Media planner
Mark Baschnonga
Production company
Nice Shirt
Director
Jon Hollis
Exposure
TV, print