Campaign Spotlight

Campaign Spotlight: Kleenex® exhibits care in brand film by electriclimefilms and R/GA

SYDNEY, AUSTRALIA – In Kleenex®’s new ‘There’s Care in Every Square’ campaign, boutique film house electriclimefilms and its Sydney team worked collectively with R/GA to produce brand and hero films. 

Featuring the Kleenex Aloe, Complete Clean and Eco Toilet Paper products, as well as the factory in South Australia, the film showcases how Kleenex’s dedicated employees make their top-notch products with absolute passion. Ultimately, providing Australians with everyday essentials that care. 


The film opens with a wide shot of the magnificent Millicent Mill at the break of dawn, bathed in the morning light, when the heroes of Kleenex® start their daily work. 

With Director and DoP Michael Tessari and produced by Lisa Macfarlane, the piece brings to life a genuine story that is quintessentially Australian. Viewers are brought through a tour of the factory and scenes of meticulous care put into the making of each product, paired with an iconic local voice and stunning cinematic shots. 

By incorporating simple, authentic, and honest portraits of each extraordinaire within the mill, as well as showing the analogy of the factory as a finely made mechanical watch, the ad demonstrates what the Kleenex® way is: “when you put care in, you get care out”. 

Watch the film here. To learn more about electriclimefilms, click here


Client | Kleenex®
Senior Marketing Director: Belinda Driscoll    
Senior Brand Manager: Kim Wright
Assistant Brand Manager: Amy Caltabiano    
Capability Advisor: Melissa Liddle

Creative Agency | R/GA
Creative Director: Kat Mercer
Producer: Kyle Belcher

Production | electriclimefilms 
Director / DoP: Michael Tessari
1st AD: Eloise Boutry
Executive Producer: Michael Ahmadzadeh
Senior Producer: Lisa Macfarlane
Production Manager: André Rodrigues
Production Assistant: Michelle Jasan
1st AC: Tim Carlier
2nd AC: Ben Fernandez
Gaffer: Nic Datson
Gaffer Assistant: Eloise Holoubek
Hair & MU Artist: Katie Fox

Editor: André Rodrigues
Assistant Editor: Michelle Jasan
Colourist: Ben Eagleton
Sound: Rumble Studios
VFX: Luis Calvo Alfonso

Shot in Millicent, South Australia

Related Articles

Leave a Reply

Back to top button