Despite its flippant name, Who Gives A Crap is a serious business, begun in July 2012 to help the 2.3 billion people across the world don’t have access to a toilet and are, therefore, vulnerable to diarrhoea related diseases. These fill more than half of sub-Saharan African hospital beds and kill 900 children under 5 every day.

The company makes and sells toilet paper, with 50% of its profits going to WaterAid to  help build toilets and provide clean water supplies.

CHE Proximity’s self-appointed task was to make Australians care about helping the company to do its job. Which the agency has done with its own kind of toilet humour.

The ad is CHE Proximity’s entry into Google’s Creative Agency Team awards, The Skippys. Six agencies have been invited to create an online ad for Who Gives a Crap. All ads will go to market on YouTube with an identically weighted media plan. The ads will be judged on view through rate, average watch time and organic view count.

CHE Proximity’s ad shows typical suburban Australian scenes – dropping the kids off at the pool, a car backing out of the garage, baking brownies, a guy laying some cable and so on – to highlight how people can help the cause without changing their daily life. All they need to do is switch to Who Gives a Crap toilet paper.

CHE Proximity executive creative director, Ant White, noted, “From their original brief ‘the easiest way to do good,’ to their complete faith in backing our idea, this client is anything but crap. We had a lot of fun working with the team at Who Gives a Crap and helping them to make people give a crap about which toilet roll they choose.

Who Gives a Crap Founder, Simon Griffith, commented, “The ad is parody of charity ads but with a serious message – ‘One crap a day’. With Who Gives a Crap, your toilet paper can make a difference,” he said.

Credits

Client: Who Gives A Crap

Founder and head honcho:  Simon Griffith

Founder and design guy: Danny Alexander

Creative director: Vanessa Morrish

Agency: CHE Proximity

Chief operating officer: Andrew Drougas

Executive creative director: Ant White

Creative director: Tommy McCubbin

Creative team: Alec Jankowski and Jimmy Zimmerman

Agency producer: Jen Livingston

Production Company: Guilty Content

Director: Tony Rogers

Executive producer: Rohan Timlock

DOP: Joel Betts

Editor: Tim Parrington @ The Butchery

Grade: CJ Dobson

Online: Damian Capicchiano @ Cherry Pictures

Sound: Matt Thompson @ Studio 8