Kleenex at Target “Celebrate the World Around Us” sparks a conversation around inclusivity and representation in design

Published On
Mar 30, 2022
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Description

When Target shoppers choose a tissue box, it's as much about the graphic design as the tissues inside. And for "Style Seekers" at Target, it's not just the aesthetics: socially-conscious and cause-oriented, they like to make a statement about themselves and their values with the items they display in their home (even tissue boxes).

As champions of fresh voices and new perspectives within the artistic and design professions, the Kleenex brand and VMLY&R COMMERCE are turning the latest Target-exclusive boxes–created by up-and-coming women graphic designers with a passion for inclusivity, diversity and sustainability – into a means of sparking a larger, fresh conversation around these and other important topics, and in doing so, make the purchase of these Kleenex designs a mark of social consciousness.

A 2019 study found that female artists only made up 11% of the artwork featured in galleries and female African American artists only made up 3.3%. Kleenex at Target is taking initiative to become champions of greater diversity in the design profession by elevating new voices with a fresh perspective and passion for inclusivity.

The Target exclusive “Celebrate the World Around Us” designs are not only appealing, but designed to invite people to come together for meaningful conversations that drive purpose and purchase. Currently in-store and supported by Roundel Media, this creative commerce activation launches with “Tissue Sessions” in partnership with every day LikeToKnowIt (LTK) female influencers to spark conversations and create shoppable experiences across social touch points.

The women behind the designs include:

• Nerissa Thomas, Instagram: @rosemerrydesigns

• Sara Alfaraj, Instagram: @saraalfonzo

• Shruti Shyam, Instagram: @shruti.shyam

Visit Kleenex at Target for more.

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Credits

Date
Mar 30, 2022
Agency :
VMLY&R Commerce
Global Chief Creative Officer :
Manuel Borde
Group Creative Director :
Jeremy Ruiz
Creative Director :
Matt Stuyck
Sr. Copywriter :
RC Jones
Art Director :
Nina Delise
Art Director :
Colleen Romano
SVP Account Director :
Amanda Bailey
Account Director :
Stephani Brockmann
Account Supervisor :
Christina Ryna
Client :
Kimberly Clark
Packaging :
Kay James
Influencer :
Target
Media Planning :
Mindshare
Media :
Neptune
PR :
Packaging Lab

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Project Type