Kleenex Exhibits Care In ‘Real Softies’ Via electriclimefilms And R/GA
In Kleenex’s new ‘There’s Care in Every Square’ campaign, boutique film house electriclimefilms and its Sydney team worked collectively with R/GA to produce brand and hero films.
Featuring the Kleenex Aloe, Complete Clean and Eco Toilet Paper products, as well as the factory in South Australia, the film showcases how Kleenex’s dedicated employees make their top-notch products with absolute passion. Ultimately, providing Australians with everyday essentials that care.
The film opens with a wide shot of the magnificent Millicent Mill at the break of dawn, bathed in the morning light, when the heroes of Kleenex start their daily work.
With Director and DoP Michael Tessari and produced by Lisa Macfarlane, the piece brings to life a genuine story that is quintessentially Australian. Viewers are brought through a tour of the factory and scenes of meticulous care put into the making of each product, paired with an iconic local voice and stunning cinematic shots.
By incorporating simple, authentic, and honest portraits of each extraordinaire within the mill, as well as showing the analogy of the factory as a finely made mechanical watch, the ad demonstrates what the Kleenex way is: “when you put care in, you get care out”.
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