Kleenex Gets Punk'd

At our Annual Retreat last weekend, we talked about creative ways to get the message out for the campaigns we are working on. I stumbled across a great example of this in a recent campaign by Greenpeace. A group of Greenpeace activists "hijacked" a Kleenex ad campaign--Kimberly-Clark (the makers of Kleenex) representatives were on the streets of New York asking passersby to tell their sob stories and "let it out" by crying into a Kleenex tissue.

What most folks don't know is that Kleenex tissues are made from 100% virgin fiber from the Boreal ancient forest. Greenpeace activists made up pretend sob stories to get behind the Kleenex camera. Once the tape was rolling, they claimed what makes them really sad is the way that Kleenex is destroying ancient forests and clearcutting trees. They call their thwarting of the Kleenex ad their "Kleercut" campaign and passed out information trying to get Kleenex to change their ways. Check out the YouTube video--for a laugh, for ways to get involved on the campaign, and for a great example of thinking outside the box in terms of campaigning.