Kleenex Honors Hispanic Heritage with User-Generated Box Art
Rounding out a search for Hispanic artists that launched in December 2008, Kimberly-Clark’s Kleenex brand has announced the winners in its “Con Kleenex, Expresa tu Hispanidad” package design contest.
The contest, which translates as ‘Express Your Hispanic Pride with Kleenex”, was aimed at finding creative talents who could translate elements of Hispanic heritage onto three upright Kleenex packages that will reach store shelves in quantity next month to commemorate Hispanic Heritage Month (Sept. 15 to Oct. 15.)
“The Kleenex brand wanted to recognize the contributions of Hispanic culture to America and felt an art contest celebrating their rich heritage was an ideal way to do that,” brand manager Carolyn Eisele said in a release. “The number of quality pieces we received over a period of several months was simply amazing and shows just how much artistic talent is out there, just waiting to be discovered.”
Entrants submitted their design ideas either in digital form through the contest Web site – available in English and Spanish—or by mailing them to Kleenex in any concrete form, from paintings and photographs to textile arts and sculpture. Submissions had to be received by the end of January, and entrants had to be legal residents of the U.S., over 18 and non-professional artists.
Kimberly-Clark judges selected a dozen finalists from those submissions and posted them to the Web site for a popular vote from March through June. Those popular votes were then factored into deliberations by a final panel of judges in selecting the three contest winners from among that group of 12.
Interest in the contest was strong, both among artists and the general public, according to Kleenex. The competition received some 600 design submissions, and once the 12 finalists were selected, the contest Web site saw some 30,000 votes cast between March and June 2009.
The three winning designs came from three young artists representing different points of Hispanic origin. Jaime Maldonado lives in Chicago and is of Puerto Rican descent; Paola Lagioia of Miami has a Venezuelan heritage; and New Yorker Jessica DelCarpio’s family hails from Peru.
In addition to seeing their designs mass-produced and sold at retail during September and October, the three will each receive a $5,000 cash award. The other 9 finalists will each get $500.
“The Kleenex brand’s decision to create this unique contest deserves the gratitude of the entire Hispanic community,” Hispanic radio personality and psychologist Dr. Isabel Gomez-Bassols said in a release. Gomez-Bassols serves as brand spokeswoman for a number of the Hispanic promotional initiatives run by Kimberly-Clark brands including Scot Tissue and Huggies diapers.
Kimberly-Clark has worked with the MASS Hispanic agency on many of its multi-ethnic campaigns, including one for Scott Tissue that won a 2008 Pro Award from Promo magazine.
