2021 Winner

In the fall of 2020, Kruger launched “Unapologetically Human,” with the creative focused on celebrating the messiness of being human. The flm was set to the track “Human” by British recording artist Rag ‘n Bone Man, and “Passer à l’ouest’’ by Québecois singer Dumas. Ethnicity Matters was asked to recreate the spot so that it would also break through with Chinese and South Asian audiences.

The human insight is one that resonates across cultures, but making the spot in-language was key – research shows that 56% of Chinese newcomers and 45% of South Asians pay more attention to in-language ads. So the agency worked with multicultural directors, composers and singers to create a new version of the spot that included a song in Hindi/Urdu, Mandarin and Cantonese. The ad also featured culturally relevant visuals for the different communities, which doubled brand perception, as well as tripled ad effectiveness and purchase intention.

Credits

Susan Irving
CMO
Kruger Products Inc.

Oliver Bukvic
Corporate Director, Marketing
Kruger Products Inc.

Kristina Koprivica
Corporate Director, Marketing
Kruger Products Inc.

Stephen Blythe
Vice President - Bathroom Tissue (Canada) & e-Commerce (NA)
Kruger Products Inc.

Christina Bellevue
Senior Account Director
Ethnicity Matters

Kushal Trivedi
Account Supervisor
Ethnicity Matters

Riki Yao
Associate Creative Director
Ethnicity Matters

Abhijeet Ray
VP, Media & PR
Ethnicity Matters

Chris Tsoi
Senior Media Planner
Ethnicity Matters

Aakash Patel
Senior Media Planner
Ethnicity Matters