Bathroom Guide
PR/Influencer Campaign
2025
Lifelong Crush, Toronto, ON
e: awards@lifelongcrush.com
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.
Ad Agency: Lifelong Crush
Chief Creative Office and Partner: Christina Yu
Chief Creative Officer: Derek Blais
Creative 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