Advertising agency J Walter Thompson Johannesburg has come up with a clever twist on the winter cold plague that affects everyone at this chilly time of year, with a cheeky new print campaign for client Kimberley Clark for Kleenex Ultracare Tissues.
The three different executions feature crisp, clear images of a white chilli, a white strawberry or a white apple and read: "no more redness... only Kleenex Ultracare tissues are lined with soothing calendula balm which protects your nose against redness and sensitivity. Care for your nose with fragrance free Kleenex Ultracare, because only your cheeks should be rosy red".
Dave Strappini, the creative on the Kleenex account explains: "Once we had disseminated the "No More redness" single minded proposition from the strategy and brief, the job of creating good strong creative work became easy. All we needed to do was heighten consumer curiosity by removing the redness from the everyday items they would come across, thus creating instant take out of our single minded proposition.
"To our client's credit, they recognised the power of a single-minded campaign in order to build the brand and the concept was quickly accepted. We try and create this style of single messaged advertising on a regular basis and on this occasion, there was a meeting of the minds of a good strategy, excellent brief and strong creative."
Protactic Strategic Communications on behalf of JWT Johannesburg
