Bathroom Guide
Brand Activation Campaign
2025
Lifelong Crush, Toronto, ON
e: awards@lifelongcrush.com
Ad Agency: Lifelong Crush Chief Creative Office and Partner: Christina Yu Chief Creative Officer: Derek BlaisCreative Director: Julie Martinson, Catherine Wong Art Director: Catherine Wong, Daniel Ong Copywriter: Julie Martinson SVP, Strategy: Geoff Gingerich Agency Producer: Demi Veselinovic, Terri Vegso Production Coordinator: Rae Harder Studio Director: Brad Kumar Client: Kruger Products Inc./Cashmere UltraLuxe Chief Marketing Officer: Susan Irving Marketing Manager, Bathroom Tissue: Sonia Menara Associate Brand Manager: Anna Zhdanova Production Company: Lifelong Crush Executive Producer: Demi Veselinovic Director: Christina Yu Content Director & Editor: Christian Byrne b>Director of Photography: Bob Lyte Producer: Rae Harder, Demi Veselinovic Editorial Company: School Editing Executive Producer: Tim Simpson, Yumi Suyami Editor: Taylor McWade Assistant Editor: David Ngandu Colour/Online Company: DIVISN Post Audio House: Eggplant Music & Sound Executive Producer: Nicola Treadgold Music Director/Composer: Adam Damelin Audio Engineer: Peter Pacey Production Company: VML Account Supervisor: Ronan Le Bourg Project Manager: Jordano Zitiello-Finesso Associate Creative Director: Corey Litvak Business Analyst: Tomasz Kowalczyk PR Agency: North Strategic CEO: Jessica Savage Senior Vice President: Danna Barak Senior Account Director: Amy Yacoub, Chris Dionne Senior Account Manager: Amanda Swinhoe Media Agency: Wavemaker Director: Lesley Mills Associate Director: Jason Black Senior Planner: Kriscia Yeung
For decades, a famous guide from France set the standard for restaurant excellence but overlooked the most judged room—the bathroom. Cashmere, a premium toilet paper brand, saw this as an opportunity. Introducing the Cashmere UltraLuxe Bathroom Guide—the 1st ever ranking of Canada’s top restaurant bathrooms, with a rating system using “fleurs”, inspired by the pattern on our toilet paper. The campaign sparked national conversation, and allowed consumers to nominate their favourite bathrooms.