Kleenex Content Warnings | Silver & Bronze Cannes Lion Winner

AD/Designer: Amelia Carney

Copywriter: Jordan Gravely

CD: Sebastian Cuevas & David Pinilla

When you’re crying, it’s tough to see the amazing films making you feel SO many things.

…until now! Kleenex understands the value of knowing when you’ll need them, so we’re showing up when you want us most! My copy partner and I had such a fun time riffing on how that could happen, and we started with Kleenex: Cry Content Warnings

Our creative directors were obsessed with the idea, and knew this could be big. They were right 🦁

Originally we had pitched this for Raid, calling it “Pest Control Warnings”. We thought it would be funny to play with the content warning and turn it into an experience where viewers would earn discounts based on the amount of creepy crawlies they may encounter in their upcoming movie.

The problem? Not nearly enough movies have THAT many bugs… but bugs DO make people scream… and sometimes cry!

That’s when it hit us: we needed to attach this idea to a feeling, not a subject. An entire genre of tear-jerkers would open this up to so many more people (and engagement because c’mon, that’s what we’re really in it for) so of course - we tapped the Kleenex team, and The Kleenex Score was born. Check it out here!