2018 Winner
Kimberly-Clark (Cottonelle)
Strokeable Billboards
Ogilvy / Mindshare
BronzeDigital - Apps/Mobile
To encourage people to use its FreshCare towels after “sexy” time, Cottonelle created cheeky billboards and in-app ads that demonstrate their cleaning benefits. Unveiled during Toronto’s Pride festivities, those who gave the emoji-centric OOH board a light touch (more specifically, stroking an eggplant or tickling the nose of a pussy cat) were rewarded with free samples. Geotargeted mobile ads on dating sites (in which people were encouraged to shake or stroke their phones) further supported the push.
Co-entry:
Ogilvy Canada & Mindshare Canada
Credits:
Creative Agency: Ogilvy Canada
Brian Murray, Chief Creative Officer
Max OssRech, Copywriter
Pam Danowski, Copywriter
Joe Morris, Art Director
Heather MacDonald, Art Director
Amy Fernandes, Art Director
Aviva Groll, Director Account Management
Samantha Weisbarth, Account Supervisor
Michelle Lee, Planning Director
Robyn Hutman, Strategist
Eric Thompson, Video Producer/Editor
Media Agency: Mindshare Canada
Alexia Gonsalves, Senior Planning Associate
Alana Karelson, Associate Planning Director
Michaela Ryan, Manager Digital Trading
Fatima Ibrahim, Digital Associate
Katherine Upton, Planning Director
Client: Kimberly Clark
Therese Brisson, Director, Marketing & Sales Strategy
Mitch Faigan, IMP Director
Stephanie Zhuang, Brand Manager
Ali Ruffo, Digital & Social Marketing Manager
Media Vendors
Apex Mobile
Rouge Media Group
Ogilvy Canada & Mindshare Canada
Credits:
Creative Agency: Ogilvy Canada
Brian Murray, Chief Creative Officer
Max OssRech, Copywriter
Pam Danowski, Copywriter
Joe Morris, Art Director
Heather MacDonald, Art Director
Amy Fernandes, Art Director
Aviva Groll, Director Account Management
Samantha Weisbarth, Account Supervisor
Michelle Lee, Planning Director
Robyn Hutman, Strategist
Eric Thompson, Video Producer/Editor
Media Agency: Mindshare Canada
Alexia Gonsalves, Senior Planning Associate
Alana Karelson, Associate Planning Director
Michaela Ryan, Manager Digital Trading
Fatima Ibrahim, Digital Associate
Katherine Upton, Planning Director
Client: Kimberly Clark
Therese Brisson, Director, Marketing & Sales Strategy
Mitch Faigan, IMP Director
Stephanie Zhuang, Brand Manager
Ali Ruffo, Digital & Social Marketing Manager
Media Vendors
Apex Mobile
Rouge Media Group