2026 Winner

Despite leading the category, Scotties still faced a problem: Canadians kept asking for “Kleenex.” To change that, Kruger tapped into culture. The brand enlisted Scottie Barnes, who temporarily rebranded himself as “Scott For Scotties” across social and live broadcasts, sparking confusion, conversation and fan-driven speculation. The stunt spread organically across sports media, Reddit and Raptors fandom, with commentators, influencers and fans reinforcing the name in real time, turning correction into participation. Limited-edition co-branded tissue boxes sold out in 27 minutes, while younger audiences – historically disengaged from the category – leaned in. The campaign drove a 183% lift in unaided awareness, a 207% increase in social mentions and 45.6M earned impressions.

Credits

Client: Kurger
Client Credits:
Susan Irving - Chief Marketing Officer
Nicole Murray - VP, Marketing
Karol Guier - Marketing Manager

TBWA Credit List:
Nancy Crimi-Lamanna- Chief Creative Officer
Jeremiah McNama - Executive Creative Director
Brendan McMullen - Associate Creative Director
Jacob Pacey - Associate Creative Director
Brendan McMullen – Art Director
Jacob Pacey - Copywriter
Shelley Brown - Chief Strategy Officer
Shelagh Hartford - SVP, Strategy
Tracy little - EVP, General Manager
Ali Gayowski - Group Account Director
Amarah Ali - Account Supervisor

North Credit List:
Danna Barak, North Strategic, Senior Vice President
Ciara Dalziel, North Strategic, Account Director
Vera Culic, North Strategic, Senior Account Manager
Aaron Short, North Strategic, Account Manager
Zahira Fathima Batcha, North Strategic, Account Executive

Notch Credit List:
Executive Producer & Head of Production - Kenzie Brooks
Director- Jordan Dashner
Editor- Ted Husband
Production Designer- Tara Smith
AD- Cowin Poon
Director of Photography- Luke McCutcheon
Camera Op- Jack Leahy
1st AC- Raihan Mobasherul
2nd AC- Matthew Yamamoto
DIT- Andrew Salkey
Sound- Sara Labadie
Gaffer- Alexander Poutiainen
Key Grip- Abe Roberto
Swing- Keaton Evans
Sec Dec- Sarah Wai de Boer
Set Dresser- Leo Woolley
Animal Wranger- V Hessing
Stylist- Lisa Williams
Stylist Assistant- Marcella McKiernan
Hair & Make Up- Jess Naylor
PA- Breanna Childerhouse
PA- Desiree Green
Casting- Ian Bender
Studio- Astrolabs
Post Sound- The Pub Toronto
Post Sound Producer- Elyse Brunette
Post Sound Engineer- Caleb Johnston
Catering- Hearty Catering

WPP Sport & Entertainment Credit List:
Daniel Mekinda - WPP Sports & Entertainment, Executive Vice President
Brandon Mazerall - WPP Sports & Entertainment, Vice President
Shafiq Lalani - WPP Sports & Entertainment, Associate Director
Jack Pews - WPP Sports & Entertainment, Partnerships Coordinator


WPP Media Credit List:
Alice DiGiovanni - President
Kristine Sherliker - Vice President - Client Leadership
Vanja Potichny - Account Director
Blanca Gamez - Manager, Media Planning
Kyle Bindi - Senior Planner