The number of UK consumers who buy tissues is 16.9% lower than the European average.

Everyone knows 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.

Our brief was to reframe the brand, to build emotional meaning by transcending the purely functional.

Research shows most of us know we need tissues, but we often don’t have them to hand, so we reach for what’s nearby. We’ve all done it, sneezed into our sleeves, wiped snot on our trousers, blown our nose into our hands and instantly regretted it.

Our key audience is families, because they are most likely to be in messy moments, but least likely to buy tissues.

Our objective was to drive preparation. To remind people that if you have Kleenex, you’re ready for whatever life throws at you.

The film relies completely on one performance, so casting was everything.

The casting brief was challenging. We needed a child actor who could be subtle, because the film has no dialogue, no music, no VO. There is nowhere to hide.

We considered 1500+ actors, and from 142 casting tapes we kept coming back to Aaleahya, because she brings an authenticity you rarely see from someone so young.

On set Aaleahya was confident, playing her role with great vulnerability, adding inflections in every take.

There’s power in reflecting a moment that feels true, but to do that, the performance has to feel natural.

Simple is hard, and the best accolade for Aaleahya’s performance is that every parent watching wants to wipe the snot off her face.

Our casting allowed us to achieve transformative results, including beating video views benchmarks by 218%, and most importantly a 31% increase in Kleenex tissue sales.

‘The campaign became a movement, to save the sleeve, your trousers, scarf, hair, or whatever else people might be inclined to use to wipe their nose.’ Zoe Antonov, Europe Reporter, LBB

The ‘Save the Sleeve’ film and campaign proved that there is power in simplicity.

Results exceeded every objective.

Drive preparation:

•31% increase in Kleenex tissue sales

•9.2% increase in average customer spend

Reframe the brand:

•Beat social video views benchmarks by 218%

•Beat impressions target by 67%

Selected media reaction:

•Campaign: ‘Exposes the bad habit of using anything other than tissues.’

•The Drum: ‘Addresses one of the last taboos left in socially respectable company.’

•LBB: ‘Brands love to talk about ‘human’ moments but very few of them would be keen on showing us a little girl’s snot running down her face.’

•David Reviews: ‘There might only be two shots in this commercial, but there's a whole lot going on.’