2021 Winner

For the first time, Kruger Products wanted to create a masterbrand campaign that brought purpose to its suite of Canadian brands: Cashmere, Purex, SpongeTowels and Scotties. Paper products typically feature cuddly animals to connote softness, but Broken Heart Love Affair devised a new approach to the category: show paper products being used in real-life scenarios, worts and all.

In a 90-second film, the agency showed viewers how we have all bled, barfed, made a mess and used the toilet. It’s these realities that unite people and make us “Unapologetically Human,” a message that resonated with Canadians as Kruger watched its dollar share increase by 2.3 points across the four brands.

Credits

AGENCY
AGENCY: Broken Heart Love Affair
CREATIVE TEAM: Carlos Moreno, Denise Rossetto, Todd Mackie
STRATEGY: Jay Chaney
AGENCY PRODUCER: Erica Metcalfe
AGENCY TEAM: Joline Matika, Mae Thomas

CLIENT
TITLE: Unapologetically Human
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
CORPORATE DIRECTOR, MARKETING: Kristina Koprivica
CONSUMER MARKETING RESEARCH: Geana Demone

MEDIA
MEDIA: Wavemaker

PRODUCTION
PRODUCTION COMPANY: Scouts Honour
DIRECTOR: Mark Zibert
EXECUTIVE PRODUCERS: Rita Popielak, Simon Dragland
LINE PRODUCER: Matt MacLennan
DIRECTOR OF PHOTOGRAPHY: Mark Zibert, Eric Kaskens
ADDITIONAL PHOTOGRAPHY: Chris Woods

CASTING
CASTING: Jigsaw / Shasta Lutz

EDITING
EDITORIAL: Married To Giants
EDITOR: Graham Chisholm

COLOUR
COLOUR: Alter Ego
COLOURIST: Wade Odlum

VFX
VFX AND FINISHING: The Vanity / Sean Cochrane

AUDIO
AUDIO HOUSE: Vapor Music
AUDIO DIRECTOR/PRODUCER: Joey Serlin
FRENCH MUSIC SUPERVISION/ MUSIC RIGHTS CLEARANCE: Francois Lachance