Tension: A lot of music served up on playlists does not align with the personal values of the listener whether that comes in the form of offensive lyrics—or an artist’s personal actions.

Solution: We created a microsite for Viva that lets you “clean up” your playlists.

“This piece of creative resonated with me more than any other piece of creative I have seen at my time during KC. This would make me think of paper towels very differently and I’m very excited about this idea” - Eric Janssen, Kimberly-Clark client

*Proactive SPEC work for Viva Paper Towels