Citizen Wins Gold at CLIO Awards

Last week, Citizen Relations took home Gold at the CLIO Awards. The long-standing awards, founded in 1959, celebrate bold work that moves the industry forward and fosters meaningful connections within the creative community. 

Citizen’s Asshole Activists campaign for TUSHY won Gold in the Special Event/Activation category. For its official launch into Canada and to attract a younger more eco-conscious consumer, TUSHY set out to show Canadians that they had a lifelong habit that needed to be broken: cleaning their butts with mother nature. To honour bidet users, the campaign launched just ahead of World Environment Day and featured a photo exhibit of “asshole activists” – those making a positive impact on climate change in a unique way. 

“Asshole Activists proved that making people uncomfortable can be good for business, and drive consideration by giving bidets a place in culture,” said Josie Haynes, SVP at Citizen. “Everything from the initial strategy to the asset execution, media and influencer plan, and experiential installation were crafted to create conversation – and seeing that conversation impact the bottom line further validates our approach. A Gold Clio is among the most difficult awards to earn so we’re thrilled, needless to say.”

With award season now in full force, the team is excited for what’s to come for this campaign!