The One Show
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Category
Craft / Art Direction
Annual ID
OS25_OH096M
Background
The UK population is 68 million people. Every single one of them has suffered from a blocked nose at some point in their lives.
That’s why Kleenex were launching Easy Breathe, their first ever tissue with capsule-burst technology.
Designed to relieve congestion, the technology is simple - scrunch the tissue to release the menthol and eucalyptus scent, which unblocks your nose.
But ‘Tissue Technology’ isn’t something people are used to, and scrunching a tissue before blowing our noses isn’t a natural behaviour.
Our two key challenges:
- Communicate how Easy Breathe relieves congestion in a way that grabbed attention
- Raise awareness of an entirely new product
That’s why Kleenex were launching Easy Breathe, their first ever tissue with capsule-burst technology.
Designed to relieve congestion, the technology is simple - scrunch the tissue to release the menthol and eucalyptus scent, which unblocks your nose.
But ‘Tissue Technology’ isn’t something people are used to, and scrunching a tissue before blowing our noses isn’t a natural behaviour.
Our two key challenges:
- Communicate how Easy Breathe relieves congestion in a way that grabbed attention
- Raise awareness of an entirely new product
Creative Idea
We wanted to use Kleenex tissues in a way the brand never had before – to create art.
So, working with artist Alma Haser, we created the world’s first ‘Congested Portraits’.
A series of 6 out-of-home pieces that demonstrate how Easy Breathe Tissues can help soothe the symptoms of a blocked nose, inspired by classical portraiture.
Haser used paper folding techniques to ‘scrunch’ the subject’s face within a Kleenex tissue to depict how congestion actually feels.
Expanding the dimensions of traditional portrait photography, the final pieces create layers of intrigue around our subjects; manipulating them into paper sculptures and blurring the distinctions between two-dimensional and three-dimensional imagery.
So, working with artist Alma Haser, we created the world’s first ‘Congested Portraits’.
A series of 6 out-of-home pieces that demonstrate how Easy Breathe Tissues can help soothe the symptoms of a blocked nose, inspired by classical portraiture.
Haser used paper folding techniques to ‘scrunch’ the subject’s face within a Kleenex tissue to depict how congestion actually feels.
Expanding the dimensions of traditional portrait photography, the final pieces create layers of intrigue around our subjects; manipulating them into paper sculptures and blurring the distinctions between two-dimensional and three-dimensional imagery.
Insights & Strategy
The launch of Kleenex Easy Breathe is a key step for the brand. A new and innovative product, capable of relieving congestion due to its unique touch activated technology.
We all recognise the physical discomfort of congestion. No matter how much you blow it, the congestion persists, disrupting everything you do.
But research also shows that this physical discomfort leads to mental discomfort. The constant sniffles and breathing difficulties can wear down our patience and confidence, making even the simplest tasks feel unachievable. Congestion ends up blocking more than our noses– it blocks our ability to fully engage with life.
We wanted our creative to authentically show this feeling of being trapped by congestion, and position new Kleenex Easy Breathe as the solution.
We all recognise the physical discomfort of congestion. No matter how much you blow it, the congestion persists, disrupting everything you do.
But research also shows that this physical discomfort leads to mental discomfort. The constant sniffles and breathing difficulties can wear down our patience and confidence, making even the simplest tasks feel unachievable. Congestion ends up blocking more than our noses– it blocks our ability to fully engage with life.
We wanted our creative to authentically show this feeling of being trapped by congestion, and position new Kleenex Easy Breathe as the solution.
Execution
The photographic portraits feature Heidi, George, Abi, Jamal, Herbie and Mandy.
A diverse range of people, full of personality, posing, almost renaissance style. They demonstrate how congestion affects all of us, irrespective of age, gender or race.
In landscape formats we don’t show the product at all, a conscious choice to focus the viewer on the congested faces of our subjects.
In portrait formats, we see a box of Kleenex Easy Breathe, held almost as an artistic accessory.
The backgrounds have a subtle tissue texture to reinforce the textural art direction, and the green is inspired by the menthol green of the Easy Breathe box, to reinforce our branding.
Typography and layout is minimalist and clean, to let the portraits breathe.
A diverse range of people, full of personality, posing, almost renaissance style. They demonstrate how congestion affects all of us, irrespective of age, gender or race.
In landscape formats we don’t show the product at all, a conscious choice to focus the viewer on the congested faces of our subjects.
In portrait formats, we see a box of Kleenex Easy Breathe, held almost as an artistic accessory.
The backgrounds have a subtle tissue texture to reinforce the textural art direction, and the green is inspired by the menthol green of the Easy Breathe box, to reinforce our branding.
Typography and layout is minimalist and clean, to let the portraits breathe.
Results
‘Congested Portraits’ exceeded all KPIs:
- Awareness increased by 7%, which was above target
- Sales of Easy Breathe 479K+, above target for a new product launch
- 48 sheet OOH across the UK = 41.3 million impacts
- 6 sheet OOH across the UK = 28 million impacts
Real consumer quotes:
“The design looks like it’s for a beauty product...makes tissues feel quite chic!“
“What a clever idea”
“The colour is gorgeous”
The art direction of the ‘Congested Portraits’ captured the attention of the nation, and encouraged people to try an entirely new way of using tissues.
- Awareness increased by 7%, which was above target
- Sales of Easy Breathe 479K+, above target for a new product launch
- 48 sheet OOH across the UK = 41.3 million impacts
- 6 sheet OOH across the UK = 28 million impacts
Real consumer quotes:
“The design looks like it’s for a beauty product...makes tissues feel quite chic!“
“What a clever idea”
“The colour is gorgeous”
The art direction of the ‘Congested Portraits’ captured the attention of the nation, and encouraged people to try an entirely new way of using tissues.
2025 Awards
Total Points: 3
Merit
Credits
Agency
FCB / London
Media Agency
PHD Media / London
Art Director
Vivien Decombe
Chief Creative Officer
Owen Lee
Copywriter
Gerard Roda
Creative Director
Ben Usher
Rob Farren
Design Director
Becci Salmon
Designer
Anne-Marie Leadbetter
Producer
Dai Davidson
Strategist
Adriana Ferran
Senior Producer
Livvy Tidd
Account Director
Melissa Adamou
Artist & Photographer
Alma Haser
Senior Account Manager
Vicky Endicott
Videographer & Animator
Todd MacDonald
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