One area I stumbled across was 'role models' as in my docuented research located on my Design Context blog for this module states, Kleenex have been very rle model efficient recently with their 'let it out' advert featuring stars such as Bob Geldoff, Emma Bunton and Sven Gorron Erikson. To me I think it is an ideal opourtunity to think about certain male role models and what their values are:
They need to be good looking, as it leads to a form of respect for how they look/ dress
They need to be popular/ famous so all men know who they are.
They need to be strong, wether that is mind or strength i.e. hard men or Smart men such as comedians like Jimmy Carr
Most of all they need to be respected by all others around them in order for the campaign to work.
Another sub catagory was about the apearence of the product and what would make Kleenex more apealing for men. Certain areas thought of were the packaging, logo/ branding, colours and context of advertisments/ sense of approach
What do men actually use tissues for?
- A man is more likely to hurt their self via stupidity or fighting, which would lead to blood
- Other waste such as shit and seamen
Where as women would tend to use the item for:
- Crying
- Cleaning a spill
- Make up
- Nose
Again this image relates to what would make the item more male orientated. A campaign already used by Kleenex is to make a 'Man Sized Tissue' which is what I believe to be appropriate in thecontext of a home. I believe that I am focusing on the promotion of using a tissue in an outdoor context where it would be more appopriate to men as thy are the ones that don't carry tissues around with them as a general rule.
Linking in with my role model concept I drew a quick image of Mr.T. in his famous A-Team pose but sneakly replacing certain elements of the image with Kleenex and a catch phrase. This is something I am going to later develop to see whether it can lead to something greater or just stop there. The idea of it is that these are men young men relate to and respect because of the reputation and how 'Hard/strong' they are.
This is an interesting idea I came up with which I would also like to take into a little more detail. This is a packaging rebrand in whic the label of the box/ packet would be changed to something like 'filthy pig' as that is a term commonly used about/ to men for doing discusting things such as belching, farting and picking their nose. This could have some strong bennefits of retail if developed correctly however if not this could be catastrophic in relations to my set target audience and may lead to being branded to women for men. I think this brief is about making men buy it not women.
This is a silly idea which is worth more on paper than reality, but originaly it was the merchandise sold by Kleenex, the concept was a cuff you could attatch around you're sleeve and with a velcro strip you could wrap a tissue around it and then use you're sleeve to wipe your nose..
Again role models. Danny Dyer as he is the average Northern mans aspiration to be. He essentialy is a pig to women yet he gets them. I thought about a subliminal tag line such as 'DANNY DYER USES KLEENEX... TO WIPE HIS NOSE'
This is basically stating he uses kleenex and the average drifting minded male goes yeah for a down stairs spillage. However my favorite tag is:
'TO SLEEVE OR NOT TO SLEEVE, THAT IS THE QUESTION'
The image basically shows two images of the man using his sleeve and looking gross and then some stud who uses kleenex with some babes, This campain is using sex appeal to get what it wants, it is basically stating that a woman doesn't want a man with slimey sleeves and a red nose, but a man with clean sleeves and a clean nose.
Again another subliminal refrence in this tagline:
' KLEENEX... GETS YOU OUT OF THOSE 'STICKY' SITUATIONS'
This basically showing a man with his girlfriend romantically swhiping her off her feet in a lovely new dress, but he hasn't cleaned his sleeves and has left a Big mucus stain all down her lovely new hand wash top.. the tag line is stating if he would of used kleenex he wouldn't have to be buying her a new dress and himself a new bed for when she finds out.
C/8 is basically the same as the above but showing a man wiping his buggers on his girls behind where she can't see it a bit like a child.
Next to it on the left is aother idea I would like to take forward which is all about using child hood role models/ superheroes to promote using Kleenex and stop using a sleeve.
But with this superman idea, a whole different message/joke can be seen.
It is a bit like the simpsons how the cartoon is for kids but then it is also for adults.. I think the image more or less elaberates my point.
The final thing I came up with on these design sheets was some subliminaly rude messages which I believe are a bit to out there/ obvious on what the other meaning is.
Fancy a blowy - it means a tissue you think foreplay
Don't want to make a mess - it means of your clothes you think over yourself/ sock
Sticky situation - it means snot you think ejaculation
Golden brown texture like sun - it means the song you think of that dirty boogie you just carved out your nose with your forefinger.
I am going to develop a few more ideas based on these designs developed to see how they look and wether they are appropriate in tone and audience.
