collaboration with Miles Gould
In response to a brief to promote Kleenex tissues to men more effectively, we took a humourous approach and redesigned the pocket tissue packets to look like an adult magazine. The cover shows a photo of a girl sneezing, but when it's blacked out (or 'censored'), and with strategic placement of the Kleenex logo, it instantly transforms into a provocative image.
We also designed posters to use as centrefold pull-outs. These were all based on adult movie posters from the 70's, and use slogans and headlines taken from the Kleenex website, but we used imagery to change them from innocent into suggestive.
Illustration on the 'Bless You' poster by Marcel Cowling
Thanks to our lovely models Kelly and Becks!
