2023 Winner

Kruger Products’ Cashmere UltraLuxe developed “Sounds of Softness” to convey the allure of its toilet paper. Created by Broken Heart Love Affair, the series of 15-second spots feature the same visual: a toilet paper roll placed on a custom, branded turntable, playing as though it is a record. The only difference in each spot is the tune: each a familiar pop love song. And the same line appears at the end: “Softer than a love song.”

Credits

AGENCY
Agency: Broken Heart Love Affair
Chief Creative Officers: Denise Rossetto, Todd Mackie & Carlos Moreno
Art Director: Todd Mackie
Copywriter: Denise Rossetto
Chief Strategy Officer: Jay Chaney
SVP, Strategy: Kristy Pleckaitis
Chief Business Officer: Beverley Hammond
VP, Client Success: Joline Matika
Director, Client Success: Dane Armstrong
Executive Producer: Erica Metcalfe

CLIENT
Client: Kruger Products - Ultraluxe Cashmere / Purex
Chief Marketing Officer: Susan Irving
VP, Brand Marketing: Stephen N. Blythe

PRODUCTION
Production Company: The Vanity
CG Lead: Josh Clifton
Online Artist: Naveen Srivastava
Executive Producer: Stephanie Pennington

AUDIO
Audio House: Oso
Creative Director: Daenen Bramberger
Executive Producer: Hannah Graham

Music Licensing: Music Rights Clearance
Director Of Operations: Katie Seline