To save the planet from the bottom up.
Toilet paper brand Who Gives A Crap has launched its first global brand campaign ‘Uncrap the World’, calling for people to save the planet from the bottom up.
Every day 1 million trees are destroyed to make traditional toilet paper. Who Gives A Crap are on a mission to change that.
Showing people that big change can come from standing up, or rather sitting down, for what they believe in.
Maria Chilewicz, Who Gives A Crap’s head of brand management, said while people are feeling overwhelmed by the climate doom and gloom, the company wanted to bring some light and cheekiness to a heavy topic.
"Big change can start from something small as sitting on the loo," said Chilewicz.
“The campaign shows that our heroes walk amongst us - or behind us - already. This is our call to bums. Bums have always worn the pants and now they’re going to uncrap the world.”
Simply by switching to Who Gives A Crap’s eco-friendly toilet paper made from 100% recycled or bamboo fibres, people can save trees and help build toilets for billions of people.
Executive creative director Luke Martin and the 72andSunny Australia team created the global brand platform and worked closely with director Stef Hunt from Exit Films, to make the film.
Martin said when they heard the figures on deforestation they were shocked.
"Immediately we had to help the WGAC team get their story out into the world," he said.
"Since talking to people’s heads hadn’t really worked so far, we thought maybe it was time we tried to convince the other end of town to take a stand, or in this case, sit down for change."
Who Gives A Crap’s campaign will be live both in Australia and the UK and supports the brand’s retail expansion. The bright and eco-friendly rolls are now available in ~900 Woolworths stores and more than 580 Aldi stores across Australia.
Credits:
TVC: 72andSunny Australia & Who Gives A Crap
Director: Stefan Hunt
Production: Exit Films
Editing: The Editors
Post Production: White Chocolate
Music and Sound: Otis
OOH: Who Gives A Crap
Photographer: Benito Martin
