Brand Marketing Designers Made These Jaw-Dropping Toilet Paper Wedding Gowns to Promote Quilted Northern The 10 dresses used 250 rolls of TPBy Katie Richards|July 25, 201710 designers battled it out on the runway for a $10,000 grand prize. Quilted Northern Share By Katie Richards|July 25, 2017Share Quilted Northern wants to prove it has a strong, sturdy product so it teamed up with Cheap Chic Weddings to sponsor the 13th annual Toilet Paper Wedding Dress competition. Yeah, you heard that correctly. Wedding gowns made out of toilet paper. This was the first year Quilted Northern sponsored the event, but it was an easy fit for the brand. “Quilted Northern wanted to make a big splash and really show how their product could really help out. It’s also a natural parallel between their big attention to detail. They take their craft seriously,” Droga5 copywriter Daniel Litzow said. The competition was opened up to designers across the country earlier in the year. Designers could only use glue, string and of course, Quilted Northern Ultra Plush toilet paper. Ten finalists were chosen out of 1,517 entrants, and flown to New York last week for a fashion show style event where the 2017 winner was selected. All together the 10 finalists used 250 rolls of toilet paper to bring their dresses to life. Las Vegas’ Kari Curletto designed the winning dress this year (shown above). Curletto walked away with $10,000 and bragging rights for creating an amazing gown out of toilet paper. As part of the event, Droga5 created a short video to tease it—giving a bit of personality to an ambitious roll of toilet paper that would eventually travel the world and become a beautiful wedding gown. “There’s a lot of people that enter the contest from all over the country that have never entered it before and it means so much to them. It kind of was this underdog story. You’re seeing throughout this whole process this story of these dress makers and their dresses. We thought it would be really funny to show the story of the toilet paper that goes into the dress,” Max Friedman, an art director on the project from Droga5, said. CREDITS Agency Droga5 NY Creative Chairman David Droga Chief Creative Officer Ted Royer Executive Creative Director Neil Heymann Group Creative Director Don Shelford Associate Creative Directors Erica Pressley, Emmie Nostitz Copywriter Daniel Litzow Art Director Max Friedman Design Director Rich Greco Chief Creation Officer Sally-Ann Dale Co-Director of Film Production Jesse Brihn Co-Director of Film Production Bryan Litman Executive Producer, Film Dieter Lebbe Producer, Film Zack Grant Business Affairs Manager Whitney Vose Director of Interactive Production Niklas Lindstrom Producer, Interactive Alice Tam Global Chief Strategy Officer Jonny Bauer Co-Head of Strategy Colm Murphy Strategy Director Katy Alonzo Head of Communications Strategy Colleen Leddy Senior Communications Strategist Kevin Wilkerson Chief Intelligence Officer Amy Avery Data Strategy Director Ryan Miller Senior Data Strategist Abiola Adeniyi Group Account Director Julia Albu Account Directors Ross Gillis, Alice Tschuchnigg Account Manager Kyra Gembka Senior Project Manager Meredith Nydam Client Quilted Northern/Georgia-Pacific CMO Douwe Bergsma SVP and General Manager, Tissue Vivek Joshi Senior Brand Director Jason Ippen Director Brand Center Shari Neumann VP, Marketing Activation Laura Knebusch Brand Building Leader Aviral Singh Associate Brand Manager Casey Gramling Production/Post Company Residency Director Tom Clarkson DOP Jan Reichle Executive Producer Gaetan Rousseau Editor Dutty Vannier Color Correct Five One Color Colorist Aline Sinquin Sound Heard City Mixer Evan Mangiamele Adweek Adweek