2017 Winner

Kruger Products

Cashmere - Now Streaming

Wavemaker & John St.

SilverBest Use of Media - Best in Out-of-Home/Ambient/Place-Based Media - Budget Under $100,000

To help Cashmere deflect bathroom anxiety (otherwise known as “shy bladder,” which occurs because it’s too quiet), Wavemaker and John St. installed a device in bathrooms that live-streamed music to create ambient background noise. A network of interactive units were placed in targeted public bathrooms inside office towers and urban, upscale restaurants. The team also made the “Now Streaming” playlist available online for anyone on-the-go. In just eight weeks, the installations were used more than 2.17 million times.

Credits
VP, marketing, Kruger: Nancy Marcus
Director, bathroom tissue, Kruger: Stephen Blythe
Marketing manager, bathroom tissue, Kruger: Kim Lichtman
Group director, Wavemaker: Tim Davies
Senior planner, Wavemaker: Jason Black
Partner, ECDs, John St.: Angus Tucker, Stephen Jurisic
Creative agency: john st.
Partner/ECD: Angus Tucker, Stephen Jurisic
CD: Niall Kelly
AD: Kara Wark
Copywriter: Ryan Kukec
Client service director: Heather Crawley
Account director: Tamara Staines
Account supervisor: Lauren Aitchison
Account executive: Jaclyn Cooper
Account coordinator: Claudia Buckler
Strategic planner: Fanny Rabinovitch-Kuzmicki
Partner/strategy planning director: Emily Bain
Executive producer: Aimee DeParolis
Producer: Ingrid Chartier, Lauren Sloan, Raquel Rose
Integrated producer: Neal Owusu
Production: 172 Productions
Executive producer: Cynthia Verona
Director/ Editor/DP: Patrick Tomasso
Line Producer: Ben Robinson
Audio: David Dunlap