ABOUT

We all know Kleenex. But the brand was in danger of becoming wallpaper, relying on traditional advertising showing people using tissues.

‘Save the Sleeve’ marks a new chapter. A film that uses the simple power of one little girl wiping her nose on her pyjamas, and not using a tissue, to make a whole country realise they need one.

Our vision for the film was to challenge the viewer. To confront and cut through by letting nothing happen for longer than the audience is comfortable with.

There are only two shots in 30 seconds.

We see a young girl watching cartoons, snot glistening under her nose. Every parent watching wants to reach in and wipe it off.

In one continuous shot, nothing changes. The girl is transfixed. The tension builds, until she slowly reaches up, and wipes her snotty nose along her sleeve. We cut to a wide shot as the girl keeps watching, oblivious to the hygienic crime she’s committed.

Our key audience is families, because they’re most likely to be in messy moments, and least likely to buy tissues.

The lighting shapes our scene so we feel as engrossed in her, as she is in the TV.

A music track would break us out of the moment. Instead a classic cartoon brings a timeless quality. It became our sound bed and drives our story.

There’s real power in reflecting a moment that feels true. By showing a funny, human situation, we can be provocative, memorable, and shareable, without dialogue, music, or VO.

Not many brands would dare show the beauty in a bogey hanging off a little girl’s nose, or be brave enough not to include their product.

The film acts as a compelling reminder that if you have a Kleenex, you’re ready for whatever life throws at you.