It’s not often that a culture jam is able to rip so effectively into destructive eco-practices and wretched marketing tactics. While Kleenex wants to celebrate the cathartic, cleansing practice of crying into their tissues, those very same tissues come from 100% virgin wood fiber from the Canadian Boreal forests (aka “The Lungs Of North America”). Oh, and they’re paying people off the street $200 for “real tears”:

Greenpeace activists performed an amusing and savvy intervention on a Kleenex commercial shoot in Times Square, effectively hijacking their ad campaign, and shutting down the shoot for the rest of the day (March 24th 2007). Kleenex, responsible for vast old-growth forest destruction in Northern Canada’s Boreal Forest, opened the door for this one.