Quilted Northern

Keep It Quilted

Agency: Argonaut


Quilted Northern is re-energizing its nearly 100-year-old brand with the new “Keep it Quilted” campaign, which aims to shake up the premium bath tissue aisle, and position Quilted Northern as a category of one.

Launched nationally on September 5, “Keep It Quilted” is a departure from the category’s usual emphasis on “potty humor,” focusing instead on the brand’s target consumer, who pays attention to the smallest of details to comfort and pamper themselves and their loved ones.

The campaign is part of a larger repositioning of the Quilted Northern brand, and parent company Georgia-Pacific worked with advertising agency ARGONAUT on the campaign’s creative development, which also showcases a new visual identity system from brand design agency Soulsight.

Bringing an elevated experience to the category where potty humor reigns

“Keep it Quilted reinforces premium comfort and care and the timeless art of craftsmanship,” said Nicole Cook, senior director of Brand Building for Quilted Northern, who added that the campaign re-asserts the authenticity of Quilted Northern’s name and long-standing legacy. “This is the very essence of what Quilted Northern is, what it promises, and what it delivers, and I believe ‘Keep it Quilted’ captures that beautifully while moving away from bathroom humor to elevate the Quilted Northern brand and the bath tissue category.”

In the campaign’s 30-second hero spot, a mother is seen thoughtfully curating the details of her bathroom, including Quilted Northern bath tissue. Amid an ambiance of cleanliness that includes scented candles and smooth surfaces, the signature quilted pattern and feel of the product are seen everywhere, from plush hand towels and the product itself to related patterns in the wall tiles and even her young son’s bow tie.

This professional campaign titled 'Keep It Quilted' was published in United States in September, 2022. It was created for the brand: Quilted Northern, by ad agency: Argonaut. This Film medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted almost 2 years ago.


Hunter Hindman - Founder, CEO/CCO
Alex Monger - Managing Director, Head of Client Vision & Experience
Rob Calabro - Executive Creative Director
Vince Lim - Executive Creative Director
Austin O’Connor - Creative Director (AD)
Phil Van Buren - Creative Director (CW)
Karolina Edgren - Art Director
Sofia Wiklander - Copywriter
Tristan Besse - Head of Brand Management
Michael Devine - Brand Director
Katherine Berchtold - Brand Supervisor
Alan Stout - Head of Strategy
Katherine Gannon - Sr. Strategist
Britt Lynch - Sr. Strategist
Sarah Rubel - Senior Social Strategist
Hillary Fink - Connections Planning Director
Will Burghes - Head of Marketing Science
Jon Drawbaugh - Head of Production
Cristina Carter - Executive Producer
Katherine Penland - Integrated Producer
Jocelyn Tan - Associate Producer
McKenzie Gritton: Associate Director, Project Manager
Martha Abbene - Studio Manager
Dave Janusko - Sr. Studio Designer
Marta Royo - Sr. Graphic Designer
Yuki Takagaki - Proofreader / Copy Editor

Jim Vaughan - Executive Producer/Avalon Productions
Matt O’Donnell - Sr. Editor / Avalon Productions
Jasmin Guinn - Sr. Motion Designer/Avalon Productions

Nicole Cook - Sr. Director, Brand Building, Bath Tissue
Priti Lokre - Sr. Brand Building Manager
Katie Woods - Sr. Associate Brand Building Manager
Alexis Peterson - Sr. Associate Brand Building Manager

Live Action US: Farm League
Director: Janssen Powers
Founder / Executive Producer: Timothy Lynch
Partner / Executive Producer: Michael Pizzo
DP: Andrew Truong
Production Designer: Britt Skelly
Producer: Christopher Lopez

Live Action Canada: Animals Inc
Executive Producer: Christopher Hutsul
Executive Producer: Liam Benstead
Service Producer: Peter Oad

Editorial: Cabin Editorial
Editor: Carla Luffe
Assistant Editor: Dominique Machain
Producer: Sari Resnick

VFX: The Mill NY
Executive Producer - Mandy Harris
Producer - Cath Daly
VFX Lead - Jeffrey Robins
Compositor - Nick Pfister
Compositor - Andre Vidal
Compositor - Jadyn Murphy
Compositor - Naige Wallace
Art Director - Fionna Mariani
Designer - Chris Rodriguez
Designer - Brian O'Donnell

Telecine: The Mill LA
Colorist: Daniel de Vue
Producer: Jackson Winkler

Music & Audio: Beacon Street Studios
Composers / Partners: Andrew Feltenstein + John Nau
HoP/EP: Leslie DiLullo
Mixer/Sound Designer: Rommel Molina
Mix Assistant: Kerri Shak
Mix/SD EP: Kate Vadnais


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