We created a TVC and OOH campaign to launch Kleenex’s new strategy and brand guidelines into the Australian market, applying visuals from the TVCs within a clean, structured layout to ensure clarity and consistency. The work spanned toilet paper and paper towels, conveying confidence through considered imagery and compositional hierarchy. For OOH, the layouts act as frames, giving a glimpse into kids’ confident moments after completing their “missions,” from Book Week costumes to proud toilet wins and little astronauts in action. The result is a system that is functional, flexible, and playful, translating Kleenex’s product quality, confidence, and emotional reassurance. Each placement functions as a mini story frame, allowing the brand to feel present and supportive in real-life contexts.