The soft layers of life

CleanUp entered one of the most competitive categories in the market. The tissue and hygiene sector was already filled with established brands, strong competitors, and customers who had developed long term loyalty to the products they knew. As a newcomer, CleanUp needed to do more than simply announce its arrival. It needed to introduce its product range while giving people a clear emotional reason to remember the brand.

The campaign was created to present CleanUp’s main product categories through familiar moments from everyday life. The film followed different people across situations where tissue products naturally become part of the experience. A person reaches for a tissue after smelling something unpleasant, someone uses a kitchen roll while preparing food, and a mother cares for her child during a small but meaningful moment. Together, these scenes introduced facial tissues, kitchen rolls, and other essential products without turning the film into a direct product demonstration.

Rather than presenting the products as simple household items, the campaign focused on the role they play in the background of daily life. CleanUp appears in moments of care, comfort, cleanliness, and connection. These are ordinary situations, but they carry emotional value because they are part of the routines that shape family life.

The idea was brought together through the brand line, “The Soft Layers of Life.” The word layers creates a direct connection to CleanUp’s products, which are physically made from multiple soft layers. At the same time, it refers to the emotional layers that make up life itself, from the relationship between a mother and her child to the care involved in preparing something for the family.

This double meaning allowed the campaign to connect a functional product truth with a more human brand idea. CleanUp was introduced not only as a new tissue brand, but as a brand that understands the small, soft, and often unnoticed moments that make everyday life feel complete.