2021 Winner

Kruger’s umbrella campaign for Cashmere, Purex, SpongeTowels and Scotties came at a time when people felt vulnerable and deeply isolated from the rest of the world. Broken Heart Love Affair helped the brand celebrate a common thread in that we are all “Unapologetically Human.” We all bleed; we all have snotty noses; we are all messy; and, yes, we all use the toilet.

These uniting realities were documented by Scouts Honour and featured real families – of different ethnicities, gender and sexual identifications – shot during a lockdown in Vancouver, making it one of Canada’s first major commercial shoots during COVID. The work helped transform a category built on shame and avoidance to be more raw, honest and a celebration of humanity.

Credits

Production Company: Scouts Honour
Director: Mark Zibert
Director of Photography: Mark Zibert, Eric Kaskens
Executive Producers: Rita Popielak, Simon Dragland
Line Producer: Matt MacLennan
Additional Photography: Chris Woods

Editorial: Married To Giants
Editor: Graham Chisholm

Color: Alter Ego
Colorist: Wade Odlum

VFX: The Vanity
Lead VFX Artist: Sean Cochrane

Audio House: Vapor Music
Audio Director/Producer: Joey Serlin

French Music Supervision/ Music Rights Clearance: Francois Lechance
Agency Team: Joline Matika, Mae Thomas

Casting: Jigsaw Casting

Agency: Broken Heart Love Affair
Creative Team: Carlos Moreno, Denise Rossetto, Todd Mackie
Strategy: Jay Chaney
Agency Producer: Erica Metcalfe

Client: Kruger Products L.P.
Chief Marketing Officer: Susan Irving
Vice President Bathroom Tissue: Stephen Blythe
Vice President Sustainability & US Marketing: Steven Sage
Corporate Director, Marketing: Oliver Bukvic, Kristina Koprivica