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Emotion is key driver in new campaign created by J. Walter Thompson

22 May, 2015

Keep The Heart of Borneo Beating by J. Walter Thompson for Kimberly Clark Australia

SYDNEY — Emotive messaging about unsustainable deforestation and the devastating effects it has on Borneo’s endangered Orang-Utans, takes centre stage in a new brand strategy and creative campaign for Kimberly Clark’s Kleenex Cottonelle brand, via J. Walter Thompson Sydney.

With a clear and strong objective to raise awareness of the importance of sustainable forest management, the campaign is spearheaded by 30 sec and 15 sec TVCs, supported by digital and social, a new website ( developed by Resolution, and in-store activity.

As the only toilet tissue brand to partner with World Wildlife Fund (WWF’s) ‘Love Your Forest’ program, the Cottonelle campaign also aims to highlight how simple purchasing choices can help protect the endangered apes1.

Simon Langley, Executive Creative Director, J. Walter Thompson explains: “The campaign aims to make people feel they really can make a difference in keeping the Heart of Borneo beating by choosing Kleenex Cottonelle and pledging their support for the cause.”

Kimberley Finsten, Marketing Manager – Bath & Towel, family Care Division, Kimberly Clark Australia, said: “We are incredibly proud of our partnership with WWF and the fact Kleenex Cottonelle has Forestry Stewardship Certification* and is the only Australian toilet tissue brand to partner with WWF’s Love Your Forest program.”

“We are very excited about the new campaign launch and ongoing support we can provide to WWF, it will go a long way to raise awareness of the importance of sustainable forest management."

The campaign runs until September.

The TVCs can be viewed here:

Campaign Credits
Client: Kimberly Clark
Product: Kleenex Cottonelle
Creative Agency: J. Walter Thompson Sydney
Production Company: Method
Sound Design & Music: Smith and Western Sound

J. Walter Thompson and Mindshare are part of STW, Australasia’s leading marketing content and communications group.

1 10c from every pack of Kleenex Cottonelle sold from May 10 to June 9 2015 will be donated to WWF to spport their work throughout the Arabela region in Borneo.  A minimum $150,000 will be donated.

Note to editors
*Forestry Stewardship Certificates means Kleenex Cottonelle has met the most rigorous environmental and social standard for responsible forest management

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