The Kleenex Feeling
Client: Unilever - Breeze | Agency: Ogilvy Singapore | Role: Junior Art Director | Market: Singapore
Most people in Singapore are deeply set in their current toilet habits and see no reason to change. The idea of adding a “wet” step after the “dry” one feels unnecessary, so it’s hard to get them to try Kleenex Moist Wipes.
Changing a habit isn’t about preaching hygiene — it’s about sparking curiosity. People are more open to trying something new when it’s introduced in a surprising, humorous, and socially shareable way.
We invited Singapore’s funniest comedians to share their first-ever experience with Kleenex Moist Wipes — using warped metaphors and bizarre analogies to make it memorable. This unexpected humour piqued curiosity, encouraged people to take the “wash test,” and inspired them to share their own #kleenexfeeling online. By making the topic lighthearted and entertaining, we shifted perceptions and nudged people toward a new toilet habit: dry and wet.
Changing a habit isn’t about preaching hygiene — it’s about sparking curiosity. People are more open to trying something new when it’s introduced in a surprising, humorous, and socially shareable way.
We invited Singapore’s funniest comedians to share their first-ever experience with Kleenex Moist Wipes — using warped metaphors and bizarre analogies to make it memorable. This unexpected humour piqued curiosity, encouraged people to take the “wash test,” and inspired them to share their own #kleenexfeeling online. By making the topic lighthearted and entertaining, we shifted perceptions and nudged people toward a new toilet habit: dry and wet.
