2025 Winner

Cashmere UltraLuxe wanted to break away from the tired “softness” comparisons that dominate the tissue category. Inspired by the Michelin Guide, the Kruger Products brand launched the “Cashmere UltraLuxe Bathroom Guide,” a cheeky-yet-elegant ranking system that awarded Toronto’s finest restaurant bathrooms one to three “fleurs” – a nod to the brand’s floral embossing. A panel of judges evaluated ambiance and design, and the top-rated spots displayed plaques of distinction. With media personality Pay Chen as spokesperson, the campaign rolled out across social, web and national press. It quickly made waves, earning 32 million impressions, spiking product mentions by 3,900% and lifting sales by 15%.

Credits

AGENCY
Agency: Lifelong Crush
Chief Creative Officer: Derek Blais, Christina Yu
Creative Director: Julie Martinson, Catherine Wong
SVP, Strategy: Geoff Gingerich
Art Director: Catherine Wong, Daniel Ong
Copywriter: Julie Martinson
VP, Client Success: Melissa Tobenstein
Group Account Director: Lauren Gibson
Director, Client Success: Tiffany Stewart
Account Executive: Sweetha Mahendran
Agency Producer: Demi Veselinovic, Terri Vegso
Production Coordinator: Rae Harder
Studio Director: Brad Kumar

CLIENT
Client / Brand Name: Kruger Products Inc. / Cashmere UltraLuxe
Chief Marketing Officer: Susan Irving
Marketing Manager, Bathroom Tissue: Sonia Menara
Associate Brand Manager: Anna Zhdanova

PRODUCTION - FILM
Production Company: Lifelong Crush
Executive Producer: Demi Veselinovic
Director: Christina Yu
Content Director & Editor: Christian Byrne
Director Of Photography: Bob Lyte
Producer: Rae Harder, Demi Veselinovic

EDITING
Editorial Company: School Editing
Executive Producer: Tim Simpson, Yumi Suyami
Editor: Taylor McWade
Assistant Editor: David Ngandu

COLOUR, ONLINE
Colour/Online Company: DIVISN Post

AUDIO
Audio House: Eggplant Music & Sound
Executive Producer: Nicola Treadgold
Music Director / Composer: Adam Damelin
Audio Engineer: Peter Pacey

PRODUCTION - WEBSITE
Production Company: VML
Account Supervisor: Ronan Le Bourg
Project Manager: Jordano Zitiello-Finesso
Associate Creative Director: Corey Litvak
Business Analyst: Tomasz Kowalczyk

PR
PR Agency: North Strategic
CEO: Jessica Savage
Senior Vice President: Danna Barak
Senior Account Director: Amy Yacoub
Senior Account Director: Chris Dionne
Senior Account Manager: Amanda Swinhoe

MEDIA
Media Agency: Wavemaker
Director: Lesley Mills
Associate Director: Jason Black
Senior Planner: Kriscia Yeung