The Drum Awards Festival - Official Deadline

-d -h -min -sec


By John Glenday, Reporter

February 13, 2023 | 3 min read

Kleenex is riding to the rescue of runny noses everywhere with a lighthearted ‘Save the Sleeve’ campaign urging people never to resort to clothing - no matter how desperate the situation.

Addressing one of the last taboos left in a socially respectable company, the tissue brand points out that trousers, sleeves and shirts are no substitute for a handkerchief.

Developed by FCB Inferno, the campaign will run on TV, video on demand, social, digital and out of home, conveying a message of good personal hygiene by highlighting those who flaunt such sage advice.

Matt Stone, Kimberly-Clark marketing director UK and Ireland, said: “Our new Grab Kleenex positioning means we don’t live in life’s special moments. We live in the real, messy, unglamorous ones we face every day. We’ve all been caught without a tissue when we needed one. Save the Sleeve is a bold and simple reminder to be prepared for whatever life (or your nose) throws at you – because your sleeve is no substitute."

Ben Usher, creative director at FCB Inferno adds: “Not many brands would dare show that there can be beauty in a bogey hanging off a little girl’s nose. There’s real creative power in reflecting moments that feel true to people. That’s what we wanted to do with the ‘Save the Sleeve’ campaign. First, make you smile as you see these raw, sometimes gross human behaviors in all their glory. And then you realize that maybe you need a Kleenex in your pocket more than you thought.”

Depicting a toddler wiping his nose in mum's hair, a teenager turning to his trousers and a student repurposing a scarf for a situation it was never designed the tongue-in-cheek campaign addresses one foible we have all been guilty of.

The playful persona follows a Kleenex push to enforce correct usage of its brand with a fictional legal team warning that any description of an alternative tissue brand as Kleenex was no longer acceptable.


Creative Directors: Ben Usher and Rob Farren

Art Director: Rob Farren

Copywriters: Ben Usher and Jonathan Thake

Account Director: Kirsten Barnes

Agency Producer: Biba Thomas

Director: Alex Dunning @Flipt

Editor: Simon Eustace

Post-production: Cheat

Sound Design: James Everett, Number 8

DOP: Luke Scully

Photographer: Juanita Richards

Music: Soho Music

FCB Inferno (Agency):

Chief creative officer: Owen Lee

Strategist: Lucie Newlan

Account managers: Kat Sarantopoulos and Kylie O’Brien

Kimberly-Clark (Client):

Marketing director UK & Ireland: Matt Stone

Head of consumer engagement: Emma Drew

Senior marketing manager: Stephanie Madrell

Content & media brand manager: Jessica Gosling

Head of performance marketing: Christof Baer

Brand manager: Lauren Taylor

Creative Creative Works Comedy

More from Creative

View all