A tear-jerker to bond with every parent. First day at school is a story every parent knows first-hand. FCB Chicago and director, Christopher Riggert, have injected the maximum amount of emotional content into its retelling, underscored by a cover of Bob Marley and the Wailers’ Three Little Birds. The commercial, The Big Day, coincides with the back-to-school season in the US. The brand that gets rewarded from all that is Kleenex.

Credits
Client: Kimberly Clark [Kleenex] 
Agency FCB Chicago 
Chief Creative Officer: Pedro Perez 
Chief Strategy Officer: Mollie B. Partesotti 
SVP, Group Strategic Planning Director: Kelly Mertesdorf 
SVPs, Creative Directors: Alan Shen, Chris Walker 
Creative Directors: Stacy Rudolph, Rose Schuchat 
VP, Executive Producer: Thomas Martin
Executive Producer, Director of Music: Stump Mahoney
CEO & President: Kelly Graves

Production Company: Biscuit Filmworks 
Director: Christopher Riggert 
Founding Partner: Shawn Lacy
Executive Producer: Andrew Travelstead
Producer: Jeff Mcdougall
Head Of Production: Sean Moody
DoP: Jody Lee Lipes 
Production Designer: Sue Tebbutt 

Editing: Work Editorial 
Editors: Stewart Reeves, Leah Turner 
Assistant Editors: Alfred Cisneros, Augie Savoy 
Producer: Rebecca Baker 
Head of Production: Gabrielle Page Executive Producer: Remy Foxx 
Managing Director: Marlo Baird 

Finishing & Colour Grade: Trafik 
Flame Lead: Noah Caddis
Motion Graphics: Luis “Yosh” Bolivar 
Senior Producers: Stephanie Allis, Justin Rogers Cdebaca 
Colourist: Mark Gethin 
Assistant Colourist: Taylor Pool 
Producer: Sasha Pace 
Head of Production: Greer Bratschie 

Sound Design & Mix: Another Country 
Sound Designer & Mixer: Peter Erazmus 
Audio Assistant: Lucas Hansa 
Producer: Josh Hunnicutt
Executive Producer: Louise Rider
Managing Director: Tim Konn

Music: The Elements Music