Kleenex
KIMBERLY-CLARK
Matt Crum Mktg. Dir.
Peggy Nabbefeldt Mktg. Dir.
Steve Erb Sr. Brand Mgr.
Ellen Wheeler Sr. Brand Mgr.
JWT
Walt Connelly Exec. Creative Dir.
Richie Glickman Creative Dir.
Hildie Neuman Global Bus. Dir.
Scott Hunter Bus. Dir.
Angela Morris Planning Dir.
Sigrid Jakob Planning Dir.
Kleenex, an 80-year-old icon in decline, was reinvigorated by a
campaign that made it not just relevant but loved. This campaign
is based on a simple but powerful thought: the role of Kleenex tissues is not control (of inconvenient emotions and emissions), but is
to encourage, inspire and facilitate release, helping people feel
better. The campaign has resulted in share increases after many
years of decline, has created greater emotional engagement and
has given Kleenex a more contemporary image.
ANCESTRY.COM
MULLEN ADVERTISING
Jim Hagar Group Creative Dir.
Jason Stinsmuehlen Group Creative Dir.
Mike Shaughnessy Assoc. Creative Dir.-Art Dir.
Brooks Jackson Copywriter
Jen McKenzie Agency Producer
Peter Winch Acct. Dir.
COLTRIN
Julia Burgon Acct. Mgr.
YOUR FAMILY HISTORY AWAITS
To directly address the challenges facing Ancestry.com, a campaign needed to not only broaden awareness but also motivate
those with unacknowledged interest to take action. The objectives were to to increase unaided awareness by 20% over the
pre-advertising figure (conducted in March 2007) and to increase
site traffic by 7% over total forecasted volume without an offline
campaign.
