How did we DOOH it? Kleenex
From Tissue to TikTok: Kleenex’s Bold Leap Into Live Art
On the May bank holiday weekend, Grand Visual helped bring a burst of bold, creative energy to the heart of London, and beyond, with a campaign that turned social engagement into real-time, street-level magic.
In collaboration with Kleenex and legendary artist Mr Doodle (aka Sam Cox), we transformed Outernet London into a living, breathing canvas. And it wasn’t just something to watch, it was something people could shape as it happened.
A Giant Glass Cube. A Doodle Legend. Live on TikTok.
At the centre of the experience was a massive glass cube stationed right in the middle of the Outernet at Tottenham Court Road with Mr Doodle himself inside, armed with a marker pen and his trademark whimsical chaos. But here’s the twist: the designs he drew were requested in real-time by TikTok commenters.
Every squiggle, shape, and character was inspired by the audience, making it a live collaboration between one of the world’s most recognisable illustrators and thousands of fans. It was art happening with the public, not just for them.
The whole thing was livestreamed on TikTok, viewers didn’t just watch, they participated, and many even purchased the new limited-edition doodled Kleenex boxes directly through TikTok Shop.
Bringing ‘Grab a Little More Joy’ to Life
The activation was part of Kleenex’s wider ‘Grab a Little More Joy’ campaign, designed to deliver everyday brightness through bold new designs and playful energy. And with this launch, that joy didn’t stay confined to a product, it spilled out into the streets, onto people’s phones, and across social feeds everywhere.
But We Didn’t Stop There…
To take the campaign nationwide, we extended the creative into other major cities. In Manchester, a giant mural of the doodled Kleenex cubes was hand-painted by Mr Doodle himself, turning the city into an open-air gallery. Which was later used on socials with a CGI element. And over in Birmingham, a stunning 3D digital billboard brought the campaign to life in eye-popping style, adding a layer of playful surrealism to the skyline.
The Power of Playful, Purposeful OOH
This campaign is a perfect example of what happens when bold ideas meet brave brands. By fusing live performance, digital engagement, and physical spectacle, Kleenex created something bigger than an ad, they created a moment.
At Grand Visual, we’re all about pushing the boundaries of Out-of-Home to do more: engage more, surprise more, and ultimately mean more to the people who see it.
Want to create something unmissable? Let’s talk. wecreate@grandvisual.com
