2021 Winner

CASE SUMMARY

Challenge
For the first time in its history, Kruger Products wanted to create a Masterbrand campaign that brought purpose to its suite of Canadian brands: Cashmere, Purex, SpongeTowel and Scotties. Facing a world that was caught in the chaos of Covid and demand surge and supply chain interruption, Kruger asked Broken Heart Love Affair (BHLA) to find a way to reassure Canadians that they were prepared to meet the challenge.

Paper products typically feature cuddly little animals or whatever fluffy euphemisms to connote soft. The category norm is to sidestep showing the products in situations people actually use them for. Layer on to that a global pandemic and most would assume that the last thing people would want to see is the raw side of humanity. They would be wrong.

Insight
Faced with our collective vulnerability and our growing isolation from each other, the time was right to celebrate a common thread and the hope that we can all find strength in our softness.

We all bleed, we all have had snot drip down on us, we all have barfed, or been barfed on, we are all messy and, yes, we all have to use the toilet. It’s these realities that unite us all. Now is the time to unapologetically celebrate our humanity.

“Unapologetically Human” was conceived as a category transformation from shame and avoidance to raw, honest and a celebratory of humanity.

Execution
BHLA created a 90-second film for online, a :60 and :30 for TV, and individual :15’s for online media and television, for English and French Canada, all to the thumping sounds of Rag'n'Bone Man’s ‘Human’ for English and Dumas’ ‘Passer à l’Ouest’ for French. The spot featured all original footage and was shot during lockdown in Vancouver and became Canada’s first major commercial shoots during Covid.

Casting reflects a true Canadian blend of ethnicities, gender and sexual identifications and family configurations. All families and representations were real. The casting and footage allowed partners at Ethnicity Matters to create individual spots for the South Asian and Chinese markets. The spot was also adapted for the Florida market with new music and focused on the White Cloud toilet paper and paper towel products.

Results
Across all channels nationally for the year ending December 2020, Kruger Products experienced a +2.3 dollar share point increase over four brands, three times higher than the leading competitor, while Kruger Products’ sales increased 30% VYA, outperforming the total paper category.

The campaign exceeded advertising norms across awareness, uniqueness, brand positivity and appeal, purchase motivation metrics and above norm positive engagement measures.

An onslaught of unsolicited emails from consumers, retired employees, and key retail account and partner heads congratulating Kruger Products on such a powerful and brave campaign.

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