amy small
creative, brand, and organizational leadership
YOUR HANDS ARE ONLY AS CLEAN AS THE TOWEL YOU USE TO DRY THEM
Assignment: Raise awareness of single-use Kleenex Hand Towels, and get people to see a need for them in their everyday lives
Idea: One Tuesday, we staged a social experiment in the middle of a busy Brooklyn park. With hidden cameras inside a two-sided hand washing station, we watched as people first discovered a dirty, dingy cloth as the only option to dry their hands—then, followed them to the other side, where the found a clean, fresh Kleenex Hand Towel. We edited their reactions into a lovely, uplifting video and microsite that makes you think twice about using the cloth towels in your own home.
