Kleenex - It's Okay To Cry

Brief: A copywriting campaign targeting diversity.

Exhibiting gender fluidity in everyday aspects of their lives, and breaking the stereotypes associated with it. Men sometimes view femininity only through the lens of hyperbolic examples they see on television which can sometimes alienate a part of the audience who cannot relate to or picture themselves as being so overtly expressive. This campaign exhibits gender fluidity and feminity in everyday aspects of their lives.