Geometry Global, Kleenex ‘Share the Care’

By Erik Oster 

Geometery Global and Ogilvy & Mather teamed up to create a Canadian campaign for Kleenex entitled “Share The Care.”

The campaign is built around a social experiment “designed to test the theory that a single act of sharing can in fact make a difference.” That social experiment, as captured in the online video above, was to see if people given a two pack of Kleenex would share when they saw a stranger sneeze. Of course, the participants did in fact share the Kleenex, which helped brighten up someone’s day and left them feeling pretty good about themselves as well. In addition to full-length online ad, there will also be teaser spots on broadcast, print and OOH. Campaign content will be stored at digital hub as the brand invites others to participate.


“Something that has stayed consistent over the course of the brand’s existence is people’s association with Kleenex Facial Tissue as a gesture of care – whether you’re sharing a tissue with your daughter on her wedding day, with a friend to help remove make-up while recounting a first date, or even with a stranger in a sneezing fit,” said Tom Houde, Kleenex brand manager, in a press release. “Kleenex brand hopes to inspire others to join the movement and experience how a small gesture of care can uplift and connect us all.”


Agency: Geometry Global | Canada

Executive Creative Director: Nuala Byles, Geometry Global | Canada

Strategic Planning Director: Katherine Barks

Writer: Ian MacKellar, Ogilvy & Mather | Canada

Art Director: Greg Mühlböck

Account Director: Jennifer Hearn

Social Strategist: Asha Davis

Social Experiment Choice Architects: Pete Dyson & Dan Bennett, #OgilvyChange | UK

Partner Agencies: Ogilvy & Mather, Mindshare, Ketchum | Canada

Producer: Margaret Callaghan

Director: Dale Heslip, Sparks Productions

Music: Creighton Doane, DL Audio

Editor: Aaron Dark, School Editing

Online: Mike Morey, Fort York VFX
Colourist: Conor Fisher, Alter Ego

Director, Marketing & Sales: Therese Brisson

Brand Manager: Tom Houde

Integrated Marketing Plan Director: Mitch Faigan