The world’s cheekiest D2C toilet paper brand, Who Gives A Crap, has created the world’s cheekiest toilet paper commercial with 72andSunny. The company’s first global brand campaign Uncrap the World, calls for people to save the planet from the bottom up.  

Every day 1 million trees are destroyed to make traditional toilet paper? 62% of people have no idea that this is happening. Who Gives A Crap is on a mission to change that, with its campaign that talks straight to the decision maker – people’s bums.

The campaign aims to recruit people to help Who Gives A Crap’s 100% recycled or bamboo fibre, eco-friendly toilet paper, save trees and build toilets for billions of people.

“While people are feeling overwhelmed by the climate doom and gloom, facing a new climate issue every day, we wanted to bring some light and cheekiness to a heavy topic. Big change can start from something small as sitting on the loo,” stated Maria Chilewicz, Who Gives A Crap’s head of brand management.

“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.”

Luke Martin, executive creative director, commented, “When we heard the figures on deforestation we were shocked. Immediately we had to help the WGAC team get their story out into the world. 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 brand campaign will be live both in Australia and the UK and supports the brand’s retail expansion.

Credits:

Creative: 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