Media Buyer Planner: Kaiser Wins World's Biggest Pack for ‘Beastly' Idea

Kaiser Permanente and its ad agency, Campbell-Ewald Los Angeles, are the winners of AdPack USA's Tissue Tactics contest. The two companies won what AdPack claims is the world's largest tissue pack, as well as $5,000 in prize money.

In addition, they will receive a 10,000-unit production run of the winning entry.

The campaign was entitled, "You're So Beastly," and featured "interesting fun facts" about human tears, touting the fact that humans are the only animals who shed tears of emotion.

The winning entry is an extension of Kaiser Permanente's "Thrive" marketing campaign.