2024 Winner

Kruger Products wanted to deepen the emotional connection with its paper product brands by expanding its “Unapologetically Human” masterbrand campaign. Recognizing the importance of brand love in the commoditized paper products category, Broken Heart Love Affair (BHLA) created a spot that delves into the messy, authentic moments of human life that resonate with consumers.

Through a fast-paced two-minute online film, as well as 60- and 30-second TV spots, the creative shows the full spectrum of love, from infatuation to reconciliation, set to Paloma Faith’s rendition of “Never Tear Us Apart” by INXS. Kruger experienced a 10% dollar volume sales growth during the 12 week run of the campaign and it also translated to an increase in share, and performed well across various metrics – including enjoyment, relevance and brand engagement.

Credits

AGENCY
Agency: Broken Heart Love Affair
Chief Creative Officers: Denise Rossetto, Todd Mackie, Carlos Moreno
Chief Strategy Officer: Jay Chaney
Chief Business Officer: Beverley Hammond
EVP, Managing Director: Tyler Robson
Art Director: Todd Mackie
Copywriter: Denise Rossetto
VP, Client Success: Amy Greenspoon, Joline Matika
Director, Client Success: Kayla Christenson, Maegan Thomas
SVP, Executive Producer: Erica Metcalfe

CLIENT
Client: Kruger Products
Chief Marketing Officer: Susan Irving
Vice President, Marketing: Stephen Blythe
Marketing Manager: Moitrali Ghosh

PRODUCTION
Production Company: Scouts Honour
Executive Producers: Simon Dragland, Rita Popielak
Director: Mark Zibert
Directors Of Photography: Mark Zibert, Eric Kaskens
Producers: Simon Dragland, Rita Popielak
Creative Research: Tricia Zaremba
Production Service Company: Moonlighting Films
Executive Producer: Shayne Brookstein
Line Producer: Suzanne Currie
Production Designer: Louise Knepscheld
Costume Designer: Catherine De Reuck

CASTING
Casting Company: Kamikaze Casting
Casting Director: Lee-Ann Hendrickse

EDITING
Editorial Company: Nimiopere
Executive Producer: Paula Hicks
Editor: Graham Chisholm
Assistant Editor: Griffin Stobbs

CG & VFX
CG & VFX Company: Tantrum Studio
VFX Artist: Dominik Bochenski
Executive Producer: Victoria Holt

COLOUR, VFX & FINISHING
Colour Company: Alter Ego
Colourist: Wade Odlum
Executive Producer: Hilda Pereira

AUDIO
Audio House: OSO Audio
Executive Producer: Hannah Graham
Mix & Sound Design: Daenen Bramberger

MUSIC LICENSING
Music Rights Clearance
Managing Director: Katie Seline