03 / CAMPAIGN
Kleenex — Kleen Ex
Closure is highly flammable.
Closure is highly flammable.
A box of tissues that walks you through the five stages of grief, and ends with a bonfire.
A box of tissues that walks you through the five stages of grief, and ends with a bonfire.
Client
Kleenex
Campaign
Kleen Ex
Team
Dev Patel
Getting over an ex is a hard process. There’s lots of baggage left to sort through and lots of tears to cry.
The Kleen Ex Box gives you a way to work through your breakup. Every tissue carries a message that walks you through the five stages of grief. And as the box gets emptier, so does the hold your ex has on you.
And then it’s finally time to make room for what’s next.
Getting over an ex is a hard process. There’s lots of baggage left to sort through and lots of tears to cry.
The Kleen Ex Box gives you a way to work through your breakup. Every tissue carries a message that walks you through the five stages of grief. And as the box gets emptier, so does the hold your ex has on you.
And then it’s finally time to make room for what’s next.
Five stages. One box. One bonfire.
Five stages. One box. One bonfire.
How it works
From the first tissue to the last ember.
From the first tissue to the last ember.
01
01
The Breakup Box
A tissue for every stage.
A tissue for every stage.
From denial all the way to acceptance, one tissue at a time.
From denial all the way to acceptance, one tissue at a time.
02
02
The punch-out
Finish the box. Punch out the heart.
Finish the box. Punch out the heart.
The front of the box has a flaming heart punch-out. Once the last tissue is gone, punch it out and scan the QR code on the back.
The front of the box has a flaming heart punch-out. Once the last tissue is gone, punch it out and scan the QR code on the back.
03
03
The shipping box
Pack up what you’re still holding onto.
Pack up what you’re still holding onto.
Kleen Ex sends you a box. The hoodie, the letters, the mixtape: whatever you’ve kept from your ex goes in, and ships back to us.
Kleen Ex sends you a box. The hoodie, the letters, the mixtape: whatever you’ve kept from your ex goes in, and ships back to us.
04
04
The bonfire
Then we burn it.
Then we burn it.
Every memory goes into one big Kleen Ex bonfire. Closure, delivered. And don’t worry, we’ll send a reminder.
Every memory goes into one big Kleen Ex bonfire. Closure, delivered. And don’t worry, we’ll send a reminder.
Social
Every stage gets a post.
Every stage gets a post.
Instagram posts for each stage of grief, written in the same voice as the tissues. Click to see them up close.
Instagram posts for each stage of grief, written in the same voice as the tissues. Click to see them up close.
PR
Kleenex drops its ex.
A brand cutting the last two letters off its own name is a headline that writes itself. The launch is built to land in the pop culture press.
Kleen Ex
Kleen Ex
A campaign for Kleenex. Closure is highly flammable.
A campaign for Kleenex. Closure is highly flammable.
Team
Dev Patel