Who Gives A Crap was a successful D2C brand who'd not only experienced phenomenal growth, but had gone through a series of successful fundraising rounds. Ready to take the brand to the next level with a retail launch in its home market of Australia and new markets in the UK and USA. Taking an Australian born brand to the world is always a pleasure and I think it turned out in spades. Or bums.
Did you know that every day 1 million trees are destroyed to make traditional toilet paper? Chances are, you’re part of the 62% who had no idea. Who Gives A Crap are on a mission to change that, with their new global brand campaign that talks straight to the decision maker: people’s bums. Showing people that big change can come from standing up, or rather sitting down, for what they believe in.
Luckily, there’s a way to wipe out this problem without having to chain yourself to a bulldozer. Simply by switching to Who Gives A Crap’s eco-friendly toilet paper made from 100% recycled or bamboo fibers, people can save trees and help build toilets for billions of people. If they have a bum, they’re an activist!
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. 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.
Thus their first global brand campaign was born, ‘Uncrap the World’, calling for people to save the planet from the bottom up.
Click to play the launch film
The campaign would roll out in film, OOH and digital with our OOH concept being executed by the Who Gives A Crap internal creative team. A true team effort in bringing this brand to the world.
The campaign launched in the UK 24 April 2023 and Australia 8 May.
Stay tuned for results, but we've already picked up Global Campaign of the Week for both The Drum And LLBonline. Not a bad start.