Tempo campaign highlights everyday gestures of care

Tempo, the tissue brand owned by Essity, has launched a pan-European campaign developed by AMV BBDO. The multichannel initiative celebrates everyday acts of empathy and the people who instinctively support others through life’s challenges.

At the centre of the campaign is a film titled Taxi, directed by Stefanie Soho through Smuggler. It follows a day in the life of a taxi driver who, much like the brand itself, remains calm and supportive while offering small but meaningful gestures. The campaign builds on Tempo’s Ready for Anything platform, also created by AMV BBDO.

The campaign positions Tempo as more than a functional product, shifting focus from price to emotional value. By highlighting how a simple act of handing over a tissue can express solidarity and care, the brand aims to strengthen its role in people’s lives.

Ekaterina Strelchenko, Global Brand Communication Manager, Essity: "Tempo is a fabric of the nation brand in such European markets like Germany, Austria, Switzerland, Netherlands, Italy… and with the new campaign we want to show what Tempo brand stands for. We equip everyone not just with the best tissue, but with the best mindset as well promoting acceptance and emotional openness in everyday life."

Nicholas Hulley, joint Chief Creative Officer, AMV BBDO: "In a world full of big emotions, it’s often the small gestures that land the hardest. This work is about those quiet, everyday moments of meaningful connection – where a tissue isn’t just a tissue, it’s a signal that someone sees you, and cares. That’s how a brand like Tempo connects – through the power of small, human moments."

The campaign will roll out across Germany, Austria, Switzerland, Italy and the Netherlands, with tailored media plans for each market. Content will run across TV, BVOD on platforms such as Amazon and Disney, social media, and in-store activations. Versions of the film range from 85 to 6 seconds in length.

www.essity.com

Follow Marketing Report on LinkedIn