Kleenex is turning tissues into canvases with a vibrant new campaign led by artist Sam Cox—better known as Mr Doodle—and creative agency FCB London. The collaboration brings a burst of playful creativity to the everyday, transforming tissue boxes into limited edition art pieces.
Launched in Spring 2025, the campaign features unique box artwork by Mr Doodle, whose instantly recognizable, energetic style has captivated millions across social media. His signature doodles now grace Kleenex boxes available for a limited time, designed to bring a touch of joy to daily life and elevate a simple household item into something worth displaying.
The project includes a wide-reaching media rollout spanning YouTube, digital display, paid social, outdoor activations, retail competitions, and even a behind-the-scenes film documenting the creative process. But the highlight is an immersive live experience: on 3 May, the artist will take over London’s Outernet with a large-scale perspex Kleenex box installation. Across three sessions during the day, Mr Doodle will doodle live from inside the box, his artwork projected in real time on the surrounding digital walls. Fans will also be able to take selfies and engage with the artwork up close.
A short film complements the campaign, offering an inside look at Mr Doodle’s inspirations and showing scenes of him working in his now-famous fully “doodled” house in Kent—also featured in a recent documentary. The ads capture him sketching on camera lenses, customizing Kleenex boxes in his workshop, and loading up delivery trucks in front of his cartoon-covered home.
Lauren Taylor, Brand Manager at Kleenex, explained the partnership’s spirit: “We’re excited to partner with Mr Doodle to bring his playful and imaginative designs to our Kleenex tissue boxes. This collaboration transforms Kleenex into a joyful statement piece for your home.”
Greg Harvey, Senior Art Director at FCB London, added: “Collaborating with Mr Doodle has been an absolute pleasure. His universally loveable artwork has helped us create something that not only makes art more accessible but also strengthens Kleenex’s identity as a brand that brings joy to the often-overlooked moments in life.”
This latest activation builds on Kleenex’s recent strategy of artist collaborations, following last year’s successful campaign with Alma Haser, which featured surreal portraits and scent-based outdoor installations. Together, these creative efforts have helped elevate the brand’s image and deepen emotional engagement with consumers, positioning Kleenex not just as a product, but as a daily companion infused with personality and purpose.
