After launching its “Unapologetically Human” Masterbrand campaign in 2020, Kruger wanted to continue fostering the emotional connection created with its suite of Canadian brands: Cashmere, Purex, SpongeTowels and Scotties. That meant taking the platform, designed to spotlight the messy, important moments in life that make us all human, even deeper.

The campaign reflects 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.

To be real about love means showing the full spectrum of emotions it covers: from the thrill of first love, toughness of heartbreak, to the softness and strength of enduring relationships. Kruger brands are there for it all, serving as steadfast companions through moments of passion, sadness, and joy.

While life can be messy, love can be messier.

The editor collaborated closely with the director, crafting a mood film that served as a guiding light throughout pre-production, ensuring a cohesive vision.

Benefiting from a longstanding relationship, the editor and director fostered an environment of trust from the project's inception. During the five-day shoot, the production team captured an extensive array of moments, providing the editor with a wealth of footage to work with, maximizing creative possibilities.

The agency and client embraced the concept early on, remaining collaborative throughout the entire process, which greatly contributed to the project's success. Susan Irving (CMO) demonstrated boldness, stepping out of her comfort zone at times, understanding the necessity to provocatively stand out in order to revitalize the brand.