2024 Winner

CASE SUMMARY

In the commoditized paper products category, brand love is critical to insulating brands from deal shopping. After launching its “Unapologetically Human” Masterbrand campaign in 2020, Kruger Products wanted to continue fostering the emotional connection created with its suite of Canadian brands: Cashmere, Purex, SpongeTowels and Scotties. This meant taking the platform, designed to spotlight the messy, important moments in life that make us all human, even deeper.

Very few people have an emotional connection with paper products, but you can’t underestimate the role they play in the messy parts of life. To solidify a meaningful role for Kruger’s brands beyond function, they needed to tap into the emotions behind real usage moments. It’s those raw and vulnerable moments they tend to hide that actually unite us all as humans.

The pandemic was a catalyst for introspection and re-evaluation of life, especially their romantic relationships. Many relationships were pushed to their breaking point and many new loves were formed. While love can be incredibly beautiful,
it can often be very messy.

To be real about love means showing the full spectrum of emotions it covers — from the thrill of first love and toughness of heartbreak to the softness and strength
of enduring relationships.

Their products are there for it all, serving as steadfast companions through moments of passion, sadness and joy. Now’s the time to unapologetically celebrate love in all its messy, unpredictable, and inspiring forms.

While life can be messy, love can be messier.

From a category built on shame and avoidance to raw,
honest, celebration of humanity.

They created a 2-minute film for online, a :60 and :30 for television, and individual brand :15’s for online and television, for English and French Canada. The hero video shines a light on love in all its guises — from its tentative first beginnings, to its slow blossoming, occasional acrimony, reconciliation, marriage, and the messy in between. It begins with young people’s first startings of infatuation and as the spot progresses the depictions of love grow more intense, from passionate stolen kisses to arguments followed by making up. It takes viewers on a journey through life’s moments, from getting married to becoming new parents to growing old together. Underscoring the journey is Paloma Faith's cover version of INXS’ “Never Tear Us Apart”. The song is a classic, emotionally charged anthem chosen to evoke nostalgia for viewer’s early, intense experiences with love.

The campaign is about vulnerability and nothing in the human experience leaves us more vulnerable than love. Showing love at its most raw required careful consideration so authenticity of arguments and heartbreak was achieved without creating triggering situations for those with relationship trauma.

Kruger Products experienced a +10% dollar volume sales liH across National All Channels during the L12 weeks ending September 9, 2023, vs YA. Outpacing category growth, this translated to a significant increase in share, solidifying a dominant position of 31.4 .

The campaign is exceeding norms across enjoyment, uniqueness, relevance, appeal, purchase motivation and brand engagement metrics.

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 Right Clearance
Managing Director: Katie Seline

MEDIA
Media Agency: Wavemaker
Media Contact: Jason Black, Associate Director