Agency: Global Experience Specialists

Name of Campaign: “You+Water”

Launch date: April 2010

Creative credits: Design lead/senior designer: Karl Baesman; senior designer: Stephanie Recalde; designer/creative director: Jeff Janes

Why we liked it: For the 2010 Kitchen and Bath Show, Toto wanted to let customers know that the company markets more than just toilets. It also makes faucets, bathtubs and other plumbing products. To show off the clean, sleek lines of its wares, Toto chose a product-as-hero approach and the “You+Water” theme, which emphasized how the products were made with the user in mind and to conserve water. The products were shown off almost as if they were beautiful sculptures in a museum. Walls made of translucent fabric increased the focus on light on the product lines. Toto invested seriously in the show with a 13,500-square-foot space, which we think is important. We believe that companies can dominate trade show traffic with a big booth. It didn’t hurt that Toto built a largely reusable booth to make this an eco-friendly exhibit.