Brief Explanation

In a busy in-store environment, how can we have engaging posters that can truly connect with the consumers. How can we use a simple point of sales material to stop people in their tracks, let them pause and think about their lives, make positive connections with our brand, and affect their purchase decisions, all in one swoop?

The Brief

Tradition has taught the Taiwanese to conceal their feelings in adversity but the modern pressures facing them are becoming too much to bear. How can Kleenex connect better with the Taiwanese consumer and encourage them to vent their frustrations?

How the final design was conceived

Kleenex created a series of handcrafted posters of faces that have endless “tissue tears”. Working with famous paper sculptor Jeffery Nishinaka, each poster is delicately carved and pieced together to create the ultimate 3D poster. The posters depict a man and a woman crying, and from the corner of their eyes you will see the “tissue tears”. Simply pull out the tissues to read the humorous self-deprecating real-life stories behind the tears. The pay-off "Let your soft side out" provoked consumers to connect with their tender side.

Indication of how successful the outcome was in the market

The posters gained a lot of traction on major social media channels in Taiwan as consumers related strongly with the posters and the stories in the tears. Many consumers in turn started sharing stories of their own funny and stressful problems on social media.